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Sampling Design

SAMPLING PROCEDURE

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Sampling Design
1) Sample or Census
2) The Sampling Design Process
i.

Define the Target Population

ii.
iii. iv. v.

Determine the Sampling Frame


Select a Sampling Technique Determine the Sample Size Execute the Sampling Process

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Sampling Techniques
3) A Classification of Sampling Techniques i. Nonprobability Sampling Techniques a. Convenience Sampling b. Judgmental Sampling c. Quota Sampling d. Snowball Sampling ii. Probability Sampling Techniques a. Simple Random Sampling b. Systematic Sampling c. Stratified Sampling d. Cluster Sampling e. Other Probability Sampling Techniques
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Sampling Design .
4. Choosing Non-probability versus Probability Sampling
5. Uses of Non-probability versus Probability Sampling

6.
7.

Economic & Marketing Research


Internet and Computer Applications

DAC,BIT

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Sample vs. Census


Type of Study 1. Budget 2. Time available 3. Population size 4. Variance in the characteristic 5. Cost of sampling errors 6. Cost of nonsampling errors 7. Nature of measurement 8. Attention to individual cases

(Table 1)
Conditions Favoring the Use of Sample Census Small Short Large Small Low High Destructive Yes Large Long Small Large High Low Nondestructive No

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The Sampling Design Process


Chart . 1

Define the Population Determine the Sampling Frame

Select Sampling Technique(s)


Determine the Sample Size

Execute the Sampling Process


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Define the Target Population


The target population is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. The target population should be defined in terms of elements, sampling units, extent, and time. An element is the object about which or from which the information is desired, e.g., the respondent. A sampling unit is an element, or a unit containing the element, that is available for selection at some stage of the sampling process. Extent refers to the geographical boundaries. Time is the time period under consideration.

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Determination of Sample Size


Important qualitative factors in determining the sample size the importance of the decision the nature of the research the number of variables the nature of the analysis sample sizes used in similar studies incidence rates completion rates resource constraints
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Sample Sizes Used in Marketing Research Chart 2 forStudies For MBA Students
Type of Study Problem identification research (e.g. market potential) Problem-solving research (e.g. pricing) Product tests Test marketing studies TV, radio, or print advertising (per commercial or ad tested) Test-market audits Focus groups Minimum Size 500 200 200 200 150 10 stores 2 groups Typical Range 1,000-2,500 300-500 300-500 300-500 200-300 10-20 stores 4-12 groups
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Classification of Sampling Chart Techniques


Sampling Techniques Probability Sampling Techniques Nonprobability Sampling Techniques

Convenience Sampling

Judgmental Sampling

Quota Sampling

Snowball Sampling

Simple Random Sampling

Systematic Sampling

Stratified Sampling

Cluster Samplin g

Other Sampling Techniques


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Convenience Sampling
Convenience sampling attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time.
use of students, and members of social

organizations mail intercept interviews without qualifying the respondents department stores using charge account lists people on the street interviews
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Judgmental Sampling
Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher.
test markets purchase engineers selected in industrial

marketing research bellwether precincts selected in voting behavior research expert witnesses used in court
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Quota Sampling
Quota sampling may be viewed as two-stage restricted judgmental sampling. The first stage consists of developing control categories, or quotas, of population elements. In the second stage, sample elements are selected based on convenience or judgment. Population composition Control Characteristic Sex Male Female Percentage 48 52 ____ 100 Sample composition Percentage 48 52 ____ 100 Number 480 520 ____ 1000

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