Sampling Design & Sampling Design & Sampling ProceduresSampling Procedures

Chapter 12Chapter 12

Sampling TerminologySampling Terminology

SampleSample PopulationPopulation Population ElementPopulation Element CensusCensus

Why Sample?Why Sample?

Sampling ProcedureSampling Procedure

Define PopulationDefine Population Select a Sampling FrameSelect a Sampling Frame Decide between Probability/Non-Decide between Probability/Non-

probability Samplingprobability Sampling Plan Selection ProcedurePlan Selection Procedure Select Sampling UnitsSelect Sampling Units Conduct ResearchConduct Research

The ProcessThe Process

Defining the Target PopulationDefining the Target Population– Who’s the population we want to Who’s the population we want to

analyze?analyze? The Sampling FrameThe Sampling Frame

– ““List of a population”List of a population”– Sampling frame errorSampling frame error– International marketing researchInternational marketing research– Sampling unitSampling unit

ErrorsErrors

Random Sampling ErrorRandom Sampling Error Systematic ErrorSystematic Error Nonresponse ErrorNonresponse Error

The ProcessThe Process

Decide between Probability/Decide between Probability/ Non-Probability Sampling Non-Probability Sampling– Probability SamplingProbability Sampling– Nonprobability samplingNonprobability sampling

Non-Probability Sampling Non-Probability Sampling ProceduresProcedures

Convenience SamplingConvenience Sampling– Mall-intercepts/ Classroom surveysMall-intercepts/ Classroom surveys

Judgment SamplingJudgment Sampling– Test MKT citiesTest MKT cities

Quota SamplingQuota Sampling– Make sure groups are well-representedMake sure groups are well-represented

Snowball SamplingSnowball Sampling– Get referralsGet referrals– BiasBias

Probability SamplingProbability Sampling

Simple Random SamplingSimple Random Sampling– Random Numbers TableRandom Numbers Table– Systematic SamplingSystematic Sampling

PeriodicityPeriodicity

– Stratified SamplingStratified SamplingSimilar to quota samplesSimilar to quota samples

– Cluster SamplingCluster Sampling– Multistage Area SamplingMultistage Area Sampling

Internet SamplingInternet Sampling

AdvantagesAdvantages DisadvantagesDisadvantages Web Site VisitorsWeb Site Visitors Panel SamplesPanel Samples Recruited Ad HocRecruited Ad Hoc Opt-in ListsOpt-in Lists

Appropriate Sample DesignAppropriate Sample Design

Degree of AccuracyDegree of Accuracy ResourcesResources TimeTime Advance Knowledge of PopulationAdvance Knowledge of Population National v. Local ProjectNational v. Local Project Need for Statistical AnalysisNeed for Statistical Analysis