1. Chapter Twelve

2. Figure 12.1 Relationship of Sampling Design to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Process Sampling Design Process Nonprobability Sampling Techniques Probability Sampling Techniques Research Design Components (Chapter 3) Problem Definition Approach to Problem Field Work Data Preparation and Analysis Report Preparation and Presentation Research Design Figure 12.1 Relationship to the Previous Chapters & The Marketing Research Process

3. Application to Contemporary Issues Internet Applications Focus on Elrick & Lavidge TQMInternationalTechnologyEthics Sample or Census Sampling Design Process A Classification of Sampling Techniques Nonprobability Sampling Techniques Probability Sampling Techniques Convenience Quota Choosing Nonprobability vs. Probability Sampling Figs 12.3-12.5 Table 12.4 Fig 12.6 Judgmental Snowball Figs 12.8-12.9 Simple RandomSystematicCluster Table 12.3 Stratified Table 12.2 Figure 12.2 Sampling Design Procedures: An Overview Opening Vignette Table 12.1 Fig 12.7 Figure 12.2 Samplin g Design Proced ures: An Overvie w

4. Define the Population Determine the Sampling Frame Select Sampling Technique(s) Determine the Sample Size Execute the Sampling Process Figure 12.3 Sampling Design Process

5. Element: 18 year old females Sampling Unit: Households with 18 year old females Time Frame: Upcoming Summer Extent: Domestic United States Figure 12.4 Defining the Target Population

6. Figure 12.5 Sampling Frame Error Target Population: Single parent households in Chicago Sampling Frame Error Sampling Frame: List supplied by a commercial vendor Figure 12.5 Sampling Frame Error

7. Figure 12.6 Classification of Sampling Techniques Sampling Techniques Nonprobability Sampling Techniques Probability Sampling Techniques Figure 12.6 Classification of Sampling Techniques

8. Figure 12.7 Nonprobability Sampling Techniques Nonprobability Sampling Techniques Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling Figure 12.7 Non- probabil ity Samplin g Techniq ues

9. Figure 12.8 Probability Sampling Techniques Probability Sampling Techniques Simple Random Sampling Cluster Sampling Stratified Sampling Systematic Sampling Figure 12.8 Probability Sampling TechniquesFigure 12.8 Probability Sampling Techniques

10. Figure 12.9 Types of Cluster Sampling Divide Population into Cluster Randomly Sample Clusters One StageTwo-Stage Randomly Sample Elements from Each Selected Cluster Include All Elements from Each Selected Cluster Figure 12.9 Types of Cluster Sampling

11. Table 12.1 Sample Versus Census Table 12.1 Sample Versus Census

12. Table 12.2 Sample Sizes Used in Marketing Research Studies

13. Table 12.3 Strengths and Weaknesses of Basic Sampling TechniquesTable 12.3 Strengths and Weaknesses of Basic Sampling Techniques

14. Table 12.3 Strengths and Weaknesses of Basic Sampling Techniques (Cont.)Table 12.3 Strengths and Weaknesses of Basic Sampling Techniques (Cont.)

15. Table 12.4 Choosin g Non- probabil ity Versus Probabil ity Samplin g