1. Sampling Design and Procedures 7 th Session of Marketing Reseach

2. dna@ppm-manajemen.ac.id2 Population Sample Element Census                                          

3. dna@ppm-manajemen.ac.id3 Census ; a complete enumeration of the elements of a population or study objects Sample ; a subgroups of the elements of the population selected for participation in the study SampleCensus Budget SmallLarge Time available ShortLong Population size LargeSmall Variance in the characteristics SmallLarge Cost of sampling error LowHigh Cost of non sampling error HighLow Nature of measurements DestructiveNon Destructive Attention to individual cases YesNo

4. dna@ppm-manajemen.ac.id4 Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sampling Size Execute the Sampling Process

5. dna@ppm-manajemen.ac.id5 Example Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sampling Size Execute the Sampling Process Target Population – The collection of elements or objects that posses the information sought by researcher and about which inferences are to be made Element – Objects that possess the information sought by the researcher and about which inferences are to be made Sampling unit – the basic unit containing the elements of the population to be sampled Elements: male or female head of the households responsible for most of the monthly shopping Sampling Unit : Households Extents : Jakarta Time : 2009

6. dna@ppm-manajemen.ac.id6 Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sampling Size Execute the Sampling Process A representation of the elements of the target population. It concist of a list or set of directions for identifying the target population Telephone book An association directory listing A city directory A map

7. dna@ppm-manajemen.ac.id7 Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sampling Size Execute the Sampling Process Sampling Techniques Non Probability Probability Convenience Judgmental Quota Snowball Simple Random Systematic Stratified Cluster Proportionate Disproportionate Other

8. dna@ppm-manajemen.ac.id8 Convenience Judgemental Quota Snowball Non Probability A non probability sampling technique that attempts to obtain a sample of convenient elements. The selection of sampling units is left primarily to the interviewer.

9. dna@ppm-manajemen.ac.id9 Convenience Judgemental Quota Snowball Non Probability A form of convenience sampling in which the population elements are purposively selected based on the judgement of the researcher Examples: –Test market selected to determine the potential of a new product –Purchase engineers selected in industrial marketing research because they are concidered to be representative of the company

10. dna@ppm-manajemen.ac.id10 Convenience Judgemental Quota Snowball Non Probability A non probability sampling techniques that is a two stage restricted judgmental sampling. The first is developing control categories or quotas of population elements. In the second stage, sample elements are selected based on convenience or judgments. Control characteristics ; sex, age, race, etc

11. dna@ppm-manajemen.ac.id11 Convenience Judgemental Quota Snowball Non Probability A non probability sampling techniques in which an initial groups or respondent are selected randomly. Subsequent respondent are then selected based on the referrals or information provided by the initial respondents. This process may be carried out in waves by obtaining referral from referrals.

12. dna@ppm-manajemen.ac.id12 Probability Simple Random Systematic Stratified Proportionate Disproportionate Cluster Other A probability sampling technique in which each element in the population has a known and equal probability of selection Every element is selected independently of every other element and the sample is drawn by a random procedure from sampling frame.

13. dna@ppm-manajemen.ac.id13 Probability Simple Random Systematic Stratified Proportionate Disproportionate Cluster Other A probability sampling techniques in which a sample is chosen by selecting a random starting points and then picking every i th element in succession from the sampling frame

14. dna@ppm-manajemen.ac.id14 Probability Simple Random Systematic Stratified Proportionate Disproportionate Cluster Other A probability sampling techniques that uses a two step processes to partition the population into sub population or strata. Elements are selected from each stratum by a random procedures. Strata : demographic characteristics, type of cust, size of cust, type of industry, etc

15. dna@ppm-manajemen.ac.id15 Probability Simple Random Systematic Stratified Proportionate Disproportionate Cluster Other First, target population is divided into mutually exclusive and collectively exhaustive subpopulation called clusters. Then a random sample of clusters is selected based on probability sampling techniques such as simple random sampling. For each selected cluster, either all elements are included in the sample or a sample of elements are drawn probabilistically.

16. dna@ppm-manajemen.ac.id16 Strengths and weaknesses of every sampling techniques can be seen in table 11.3

17. dna@ppm-manajemen.ac.id17 Choosing probability and non probability Condition favoring the use of Non ProbabilityProbability Nature of research ExploratoryConclusive Relative magnitude of sampling or non sampling error Non sampling error are larger Sampling error are larger Variability in the population HomogeneousHeterogeneous Statistical consideration UnfavorableFavorable Operational consideration FavorableUnfavorable

18. dna@ppm-manajemen.ac.id18 Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sampling Size Execute the Sampling Process Qualitative factors 1.The Importance of the decision 2.The nature of the research 3.The number of variables 4.The nature of the analysis 5.Sample size used in similar studies 6.Incidence rates 7.Completion rates 8.Resource constraints Quantitative factors –Statistical approach using mean and proportion, see table 12.2

19. dna@ppm-manajemen.ac.id19 Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sampling Size Execute the Sampling Process Requires a detailed specification of how the sampling design decisions with respect to the population, sampling frame, sampling unit, sampling technique, and sample size are to be implemented P. 319