264a Marketing Research1 Sampling

264a Marketing Research2 Target Population and Sampling Frame Specification of population of interest is the most important step. Sampling frame should enumerate that population –Target population Shoppers at Santa Monica Place –Sampling Frame Time? Place?

264a Marketing Research3 Target Population and Sampling Frame The United States Army begins a national search for eligible recruits. A professional golfer begins a national campaign to sell his latest instructional video.

264a Marketing Research4 Sample Size “How” you sample is much more important than “How many” you sample. “How” –Probability samples –Non Probability samples “How many” –Statistical precision –Industry standards

264a Marketing Research5 Simple Random Sampling Make a list –Articulate the sampling frame Roll the dice –Equally likely elementary events

264a Marketing Research6 Multistage Cluster Sampling Lay out primary clusters –Sample randomly Lay out secondary clusters –Sample randomly etc.

264a Marketing Research7

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