Business research methods_chapter15

8/8/2019 Business research methods_chapter15

1/34

2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin

15-1

Chapter 15Chapter 15

SamplingSampling


2/34

15-2

Learning Objectives

Understand . . .

two premises on which sampling theory is

based accuracy and precision for measuring

sample validity

five questions that must be answered todevelop a sampling plan


3/34

15-3

Learning Objectives

Understand . . .

two categories of sampling techniques and

the variety of sampling techniques withineach category

various sampling techniques and when

each is used


4/34

15-4

The Nature of Sampling

Sampling

Population Element

Population

Census

Sampling frame


5/34

15-5

Why Sample?

Greater

accuracy

Availability of

elements

Greaterspeed

Sampling

provides

Lower cost


6/34

15-6

When Is A Census

Appropriate?

NecessaryFeasible


7/34

15-7

What Is A Good Sample?

PreciseAccurate


8/34

15-8

Exhibit 15-1 Sampling Design

within the Research Process


9/34

15-9

Exhibit 15-2 Types of

Sampling Designs

Element

Selection

Probability Nonprobability

Unrestricted Simple random Convenience

Restricted Complex random Purposive

Systematic Judgment

Cluster Quota

Stratified Snowball

Double


10/34

15-10

Steps in Sampling Design

What is the target population?

What are the parameters of

interest?

What is the sampling frame?

What is the appropriate samplingmethod?

What size sample is needed?


11/34

15-11

Larger Sample Sizes

Small error

range

Number of

subgroups

Confidencelevel

When

Population

variance

Desired

precision


12/34

15-12

Simple Random

Advantages

Easy to implement

with random dialing

Disadvantages

Requires list of

population elements

Time consuming

Uses larger sample

sizes

Produces largererrors

High cost


13/34

15-13

Systematic

Advantages

Simple to design

Easier than simple

random

Easy to determine

sampling distribution

of mean or proportion

Disadvantages

Periodicity within

population may skew

sample and results

Trends in list may

bias results

Moderate cost


14/34

15-14

Stratified

Advantages

Control of sample size in

strata

Increased statisticalefficiency

Provides data to

represent and analyze

subgroups

Enables use of different

methods in strata

Disadvantages

Increased error will result

if subgroups are selected

at different rates Especially expensive if

strata on population must

be created

High cost


15/34

15-15

Cluster

Advantages

Provides an unbiased

estimate of population

parameters if properlydone

Economically more

efficient than simple

random

Lowest cost per sample

Easy to do without list

Disadvantages

Often lower statistical

efficiency due to

subgroups beinghomogeneous rather than

heterogeneous

Moderate cost


16/34

15-16

Exhibit 15-5 Stratified and

Cluster Sampling

Stratified

Population dividedinto few subgroups

Homogeneity withinsubgroups

Heterogeneitybetween subgroups

Choice of elementsfrom within eachsubgroup

Cluster

Population dividedinto many subgroups

Heterogeneity withinsubgroups

Homogeneitybetween subgroups

Random choice ofsubgroups


17/34

15-17

Area Sampling


18/34

15-18

Double

Advantages

May reduce costs if

first stage results in

enough data tostratify or cluster the

population

Disadvantages

Increased costs if

discriminately used


19/34

15-19

Nonprobability Samples

Cost

Feasibility

Time

Issues

No need to

generalize

Limited

objectives


20/34

15-20

Nonprobability

Sampling Methods

Convenience

Judgment

Quota

Snowball


21/34

15-21

Key Terms

Area sampling

Census

Cluster sampling Convenience

sampling

Disproportionate

stratified sampling

Double sampling

Judgment sampling

Multiphase sampling

Nonprobability sampling

Population Population element

Population parameters

Population proportion of

incidence

Probability sampling


22/34

15-22

Key Terms

Proportionate

stratified sampling

Quota sampling Sample statistics

Sampling

Sampling error

Sampling frame

Sequential sampling

Simple random sample

Skip interval

Snowball sampling Stratified random

sampling

Systematic sampling

Systematic variance


23/34

2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin

15-23

Appendix 15aAppendix 15a

DeterminingDeterminingSample SizeSample Size


24/34

15-24

Exhibit 15a-1

Random Samples


25/34

15-25

Exhibit 15a-2

Increasing Precision

Reducing the Standard

Deviation by 50% Quadrupling the Sample


26/34

15-26

Exhibit 15a-3 Confidence

Levels & the Normal Curve


27/34

15-27

Exhibit 15a-4

Standard Errors

Standard Error

(Z score)

% of Area Approximate

Degree of

Confidence

1.00 68.27 68%

1.65 90.10 90%

1.96 95.00 95%

3.00 99.73 99%


28/34

15-28

Central Limit Theorem


29/34

15-29

Exhibit 15a-6

Estimates of Dining Visits

Confidence Z score % of Area Interval Range

(visits per month)

68% 1.00 68.27 9.48-10.52

90% 1.65 90.10 9.14-10.86

95% 1.96 95.00 8.98-11.02

99% 3.00 99.73 8.44-11.56


30/34

15-30

Calculating Sample Size for

Questions involving Means

Precision

Confidence level

Size of interval estimate

Population Dispersion

Need for FPA


31/34

15-31

Exhibit 15a-7 Metro U

Sample Size for Means

Steps Information

Desired confidence level 95% (z = 1.96)

Size of the interval estimate s .5 meals per month

Expected range inpopulation

0 to 30 meals

Sample mean 10

Standard deviation 4.1

Need for finite population

adjustment

No

Standard error of the mean .5/1.96 = .255

Sample size (4.1)2/ (.255)2 = 259


32/34

15-32

Proxies of the

Population Dispersion

Previous research on the topic

Pilot test or pretest

Rule-of-thumb calculation

1/6 of the range


33/34


34/34

15-34

Appendix 15a: Key Terms

Central limit theorem

Confidence interval

Confidence level

Interval estimate

Point estimate

Proportion

Business research methods_chapter15

Documents

Transcript of Business research methods_chapter15