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Sampling: Design and Procedures

© 2007 Prentice Hall

11-1

**Cha pter Ou tl ine
**

1) Overview 2) Sample or Census 3) The Sampling Design Process i. ii. Define the Target Population Determine the Sampling Frame

iii. Select a Sampling Technique iv. Determine the Sample Size v. Execute the Sampling Process

© 2007 Prentice Hall

11-2

**Ch apter O utl ine
**

4) A Classification of Sampling Techniques i. Nonprobability Sampling Techniques a. Convenience Sampling b. Judgmental Sampling c. ii. Quota Sampling d. Snowball Sampling Probability Sampling Techniques a. Simple Random Sampling b. Systematic Sampling c. Stratified Sampling d. Cluster Sampling e. Other Probability Sampling Techniques

© 2007 Prentice Hall 11-3

**Cha pter Ou tl ine
**

1. Choosing Nonprobability Versus Probability Sampling 2. Uses of Nonprobability Versus Probability Sampling 3. Internet Sampling 4. International Marketing Research 5. Ethics in Marketing Research 6. Summary

© 2007 Prentice Hall 11-4

Sampl e V s. Cen su s

Table 11.1

Type of Stu dy 1. Budget 2. Tim e available 3. P opul ation size 4. Variance in the cha racteristic 5. Cost of sam pling errors 6. Cost of nonsam pling errors 7. N atur e of m easurem ent 8. At tenti on to individua l cases

© 2007 Prentice Hall

Conditions Favoring th e Us e of Sam ple Census Sm all Sho rt Large Sm all Low High De structive Yes Large Long Sm all Large High Low N ondestructive No

11-5

**Th e S ampl ing De si gn Process
**

Fig. 11.1

Define the Population Determine the Sampling Frame Select Sampling Technique(s) Determine the Sample Size Execute the Sampling Process

© 2007 Prentice Hall

11-6

**Defi ne th e Ta rge t Po pulatio n
**

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 el eme nt is the object about which or from which the information is desired, e.g., the respondent. A samp li ng unit is an element, or a unit containing the element, that is available for selection at some stage of the sampling process. Ext en t refers to the geographical boundaries. Time is the time period under consideration.

11-7

© 2007 Prentice Hall

**Defi ne the Tar get Pop ulati on
**

Important qualitative factors in determining the sample size are:

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

11-8

© 2007 Prentice Hall

**Sam pl e Size s Used in Mar ke ting Res earc h St udi es
**

Table 11.2

Type of Stud y P roblem ident ification research (e.g. m arket potent ial) P roblem -solving research (e.g. pricing ) P roduc t tests Test m arketing stud ies TV, radio, or print advertising (per com m ercial or ad tested) Test-m arket aud its Focus group s

© 2007 Prentice Hall

M ini m um Size 50 0 20 0 20 0 20 0 15 0 10 stores 2 group s

**Typical R ang e 1,000-2,500 30 0-500 30 0-500 30 0-500 20 0-300 10-20 stores 6-1 5 groups
**

11-9

**Clas sif icat io n of Sam pl ing Techni ques
**

Fig. 11.2 Sampling Techniques Probability Sampling Techniques

Nonprobability Sampling Techniques

Convenience Sampling

Judgmental Sampling

Quota Sampling

Snowball Sampling

**Simple Random Sampling
**

© 2007 Prentice Hall

Systematic Sampling

Stratified Sampling

Cluster Sampling

**Other Sampling Techniques
**

11-10

**Co nve ni enc e S ampl ing
**

Co nven ie nce sam pl in g 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 mall intercept interviews without qualifying the respondents department stores using charge account lists “people on the street” interviews

11-11

© 2007 Prentice Hall

**A G ra phi cal Ill ustr ation o f Con ven ie nc e Sampl in g
**

Fig. 11.3

A B C D E

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Group D happens to assemble at a convenient time and place. So all the elements in this Group are selected. The resulting sample consists of elements 16, 17, 18, 19 and 20. Note, no elements are selected from group A, B, C and E.

11-12

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© 2007 Prentice Hall

**Ju dg men tal S amp li ng
**

Jud gmen tal sa mplin g 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

11-13

© 2007 Prentice Hall

**Gra ph ical I llust ra tion of Ju dgme nt al Sampl ing
**

Fig. 11.3

A B C D E

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The researcher considers groups B, C and E to be typical and convenient. Within each of these groups one or two elements are selected based on typicality and convenience. The resulting sample consists of elements 8, 10, 11, 13, and 24. Note, no elements are selected from groups A and D.

11-14

5

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© 2007 Prentice Hall

**Quota Sa mpl ing
**

Quota samp li ng 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. Pop ul ation comp os iti on Percentage 48 52 ____ 100 Sa mple comp os iti on Percentage 48 52 ____ 100 Number 480 520 ____ 1000

11-15

Con trol Characteristic Se x Male Female

© 2007 Prentice Hall

**A G raph ical Illustr ati on o f Quota Sa mp ling
**

Fig. 11.3

A B C D E

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A quota of one element from each group, A to E, is imposed. Within each group, one element is selected based on judgment or convenience. The resulting sample consists of elements 3, 6, 13, 20 and 22. Note, one element is selected from each column or group.

11-16

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© 2007 Prentice Hall

**Snow ba ll S ampl ing
**

In sn owb all sa mpl in g, an initial group of respondents is selected, usually at random.

After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals.

© 2007 Prentice Hall

11-17

**A Gr aphi cal Illus trat ion of Snow ba ll Sampli ng
**

Random Selection

A B

Referrals

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Elements 2 and 9 are selected randomly from groups A and B. Element 2 refers elements 12 and 13. Element 9 refers element 18. The resulting sample consists of elements 2, 9, 12, 13, and 18. Note, there are no element from group E.

11-18

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© 2007 Prentice Hall

**Simp le Ran do m S ampl ing
**

Each element in the population has a known and equal probability of selection. Each possible sample of a given size (n) has a known and equal probability of being the sample actually selected. This implies that every element is selected independently of every other element.

© 2007 Prentice Hall

11-19

**A Gra ph ical Illus tra ti on of Sim ple Ra ndom Sam pl ing
**

Fig. 11.4

A B C D E

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Select five random numbers from 1 to 25. The resulting sample consists of population elements 3, 7, 9, 16, and 24. Note, there is no element from Group C.

11-20

5 © 2007 Prentice Hall

10

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**Syste mati c Sa mpl ing
**

The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. The sampling interval, i, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. When the ordering of the elements is related to the characteristic of interest, systematic sampling increases the representativeness of the sample.

© 2007 Prentice Hall

11-21

**Syste mati c Sa mpl ing
**

If the ordering of the elements produces a cyclical pattern, systematic sampling may decrease the representativeness of the sample. For example, there are 100,000 elements in the population and a sample of 1,000 is desired. In this case the sampling interval, i, is 100. A random number between 1 and 100 is selected. If, for example, this number is 23, the sample consists of elements 23, 123, 223, 323, 423, 523, and so on.

© 2007 Prentice Hall

11-22

**A Gra ph ical Illus tra ti on of Sys tem at ic Sa mpli ng
**

Fig. 11.4

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Select a random number between 1 to 5, say 2. The resulting sample consists of population 2, (2+5=) 7, (2+5x2=) 12, (2+5x3=)17, and (2+5x4=) 22. Note, all the elements are selected from a single row.

11-23

5 © 2007 Prentice Hall

10

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**Stra ti fi ed S ampl ing
**

A two-step process in which the population is partitioned into subpopulations, or strata. The strata should be mutually exclusive and collectively exhaustive in that every population element should be assigned to one and only one stratum and no population elements should be omitted. Next, elements are selected from each stratum by a random procedure, usually SRS. A major objective of stratified sampling is to increase precision without increasing cost.

11-24

© 2007 Prentice Hall

**St ra tif ied S ampl ing
**

The elements within a stratum should be as homogeneous as possible, but the elements in different strata should be as heterogeneous as possible. The stratification variables should also be closely related to the characteristic of interest. Finally, the variables should decrease the cost of the stratification process by being easy to measure and apply.

© 2007 Prentice Hall

11-25

**St ra tif ied S ampl ing
**

In pr oportio na te st rat ified samp li ng, the size of the sample drawn from each stratum is proportionate to the relative size of that stratum in the total population. In di sp ropo rt ionat e s tra tif ied samp lin g, the size of the sample from each stratum is proportionate to the relative size of that stratum and to the standard deviation of the distribution of the characteristic of interest among all the elements in that stratum.

11-26

© 2007 Prentice Hall

**A Gra ph ical Illus tra ti on of St ra tif ie d Sa mpling
**

Fig. 11.4

A B C D E

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Randomly select a number from 1 to 5 for each stratum, A to E. The resulting sample consists of population elements 4, 7, 13, 19 and 21. Note, one element is selected from each column.

5 © 2007 Prentice Hall

10

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25 11-27

**Cl uster S amp li ng
**

The target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters. Then a random sample of clusters is selected, based on a probability sampling technique such as SRS. For each selected cluster, either all the elements are included in the sample (one-stage) or a sample of elements is drawn probabilistically (two-stage).

© 2007 Prentice Hall

11-28

**Cl uster S ampl ing
**

Elements within a cluster should be as heterogeneous as possible, but clusters themselves should be as homogeneous as possible. Ideally, each cluster should be a small-scale representation of the population. In pr obab il ity pr oportio na te to si ze samp lin g, the clusters are sampled with probability proportional to size. In the second stage, the probability of selecting a sampling unit in a selected cluster varies inversely with the size of the cluster.

11-29

© 2007 Prentice Hall

**A Gra ph ical Illus tra ti on of Clus ter Sa mp ling (2-Sta ge)
**

Fig. 11.4

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Randomly select 3 clusters, B, D and E. Within each cluster, randomly select one or two elements. The resulting sample consists of population elements 7, 18, 20, 21, and 23. Note, no elements are selected from clusters A and C.

11-30

5 © 2007 Prentice Hall

10

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**Types o f Cluste r S ampl ing
**

Fig 11.5 Cluster Sampling

One-Stage Sampling

Two-Stage Sampling

Multistage Sampling

Simple Cluster Sampling

Probability Proportionate to Size Sampling

© 2007 Prentice Hall

11-31

**St ren gt hs and Weakn es ses of Basic Sam pl ing Tec hni qu es
**

Table 11.3

Nonprobability Sampling Convenience sampling Judgmental sampling Quota sampling Snowball sampling Probability sampling Simple random sampling (SRS) Systematic sampling

Technique

Least expensive, least timeconsuming, most convenient Low cost, convenient, not timeconsuming Sample can be controlled for certain characteristics Can estimate rare characteristics Easily understood, results projectable Can increase representativeness, easier to implement than SRS, sampling frame not necessary Include all important subpopulations, precision Easy to implement, cost effective

Strengths

Selection bias, sample not representative, not recommended for descriptive or causal research Does not allow generalization, subjective Selection bias, no assurance of representativeness Timeconsuming Difficult to construct sampling frame, expensive, lower precision, no assurance of representativeness. Can decrease representativeness

Weaknesses

Stratified sampling Cluster sampling

© 2007 Prentice Hall

**Difficult to select relevant stratification variables, not feasible to stratify on many variables, expensive Imprecise, difficult to compute and interpret results
**

11-32

**A Cla ssifi cat ion of Int erne t Sa mpling
**

Fig. 11.6

Internet Sampling

Online Intercept Sampling

Recruited Online Sampling

Other Techniques

Nonrandom Random

Panel

Nonpanel

Recruited Panels

© 2007 Prentice Hall

Opt-in Panels

**Opt-in List Rentals
**

11-33

**Pr oce dures fo r Dr awi ng Pr obabi lity S ampl es
**

Exhibit 11.1

Simple Random Sampling 1. Select a suitable sampling frame 2. Each element is assigned a number from 1 to N (pop. size) 3. Generate n (sample size) different random numbers between 1 and N 4. The numbers generated denote the elements that should be included in the sample

© 2007 Prentice Hall 11-34

**Pr oce dures fo r Dr awi ng Pr obabi lity S ampl es
**

Exhibit 11.1, cont. Systematic Sampling

1. Select a suitable sampling frame 2. Each element is assigned a number from 1 to N (pop. size) 3. Determine the sampling interval i:i=N/n. If i is a fraction, round to the nearest integer 4. Select a random number, r, between 1 and i, as explained in simple random sampling 5. The elements with the following numbers will comprise the systematic random sample: r, r+i,r+2i,r+3i,r+4i,...,r+(n-1)i

© 2007 Prentice Hall 11-35

**Pro cedu re s f or Dr awing Pro ba bi lity S ampl es
**

Exhibit 11.1, cont. Stratified Sampling

1. Select a suitable frame 2. Select the stratification variable(s) and the number of strata, H 3. Divide the entire population into H strata. Based on the classification variable, each element of the population is assigned to one of the H strata 4. In each stratum, number the elements from 1 to Nh (the pop. size of stratum h) 5. Determine the sample size of each stratum, nh, based on proportionate or disproportionate stratified sampling, where

H h=1

nh = n

11-36

© 2007 Prentice Hall

6. In each stratum, select a simple random sample of size nh

**Proc edure s for Dr aw ing Pr oba bil it y Sam ples
**

Exhibit 11.1, cont.

Cluster Sampling

1. Assign a number from 1 to N to each element in the population 2. Divide the population into C clusters of which c will be included in the sample 3. Calculate the sampling interval i, i=N/c (round to nearest integer) 4. Select a random number r between 1 and i, as explained in simple random sampling 5. Identify elements with the following numbers: r,r+i,r+2i,... r+(c-1)i 6. Select the clusters that contain the identified elements 7. Select sampling units within each selected cluster based on SRS or systematic sampling 8. Remove clusters exceeding sampling interval i. Calculate new population size N*, number of clusters to be selected C*= C-1, and new sampling interval i*.

© 2007 Prentice Hall 11-37

**Procedu re s fo r Dr awi ng Prob abi lity Sa mp les
**

Exhibit 11.1, cont. Cluster Sampling

Repeat the process until each of the remaining clusters has a population less than the sampling interval. If b clusters have been selected with certainty, select the remaining c-b clusters according to steps 1 through 7. The fraction of units to be sampled with certainty is the overall sampling fraction = n/N. Thus, for clusters selected with certainty, we would select ns=(n/N)(N1+N2+...+Nb) units. The units selected from clusters selected under two-stage sampling will therefore be n*=n- ns.

© 2007 Prentice Hall 11-38

Table 11.4

Fac to rs

**Ch oosi ng Nonpr oba bili ty Vs . Pr obabi lity S ampl ing
**

Conditi ons Favoring the Us e of N onpr oba bi li ty P ro bab ili ty sam pli ng sam pl in g Ex pl orato ry N ons am pling erro rs are larg er Ho m oge ne ous (lo w ) Unf avorab le Fav orab le Conc lus iv e Sam pl ing erro rs ar e larg er He te ro geneou s (hig h) Fav orab le Unfav ora bl e

11-39

N atu re of re searc h R ela tiv e m ag nitu de of sam pl in g and no nsam pl in g erro rs Vari ab il ity in th e popula tio n Statis tic al consid era tio ns Opera tio nal cons ide rati ons

© 2007 Prentice Hall

**Te nn is' Sys temati c S ampl ing Retu rn s a S mash
**

Tennis magazine conducted a mail survey of its subscribers to gain a better understanding of its market. Systematic sampling was employed to select a sample of 1,472 subscribers from the publication's domestic circulation list. If we assume that the subscriber list had 1,472,000 names, the sampling interval would be 1,000 (1,472,000/1,472). A number from 1 to 1,000 was drawn at random. Beginning with that number, every 1,000th subscriber was selected. A brand-new dollar bill was included with the questionnaire as an incentive to respondents. An alert postcard was mailed one week before the survey. A second, follow-up, questionnaire was sent to the whole sample ten days after the initial questionnaire. There were 76 post office returns, so the net effective mailing was 1,396. Six weeks after the first mailing, 778 completed questionnaires were returned, yielding a response rate of 56%.

© 2007 Prentice Hall 11-40

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