Sampling Design & Sampling Procedures Chapter 12

Sampling Terminology  Sample  Population  Population Element  Census  Why Sample?

Sampling Procedure  Define Population  Select a Sampling Frame  Decide between Probability/Non- probability Sampling  Plan Selection Procedure  Select Sampling Units  Conduct Research

The Process  Defining the Target Population –Who’s the population we want to analyze?  The Sampling Frame –“List of a population” –Sampling frame error –International marketing research –Sampling unit

Errors  Random Sampling Error  Systematic Error  Nonresponse Error

The Process  Decide between Probability/ Non-Probability Sampling –Probability Sampling –Nonprobability sampling

Non-Probability Sampling Procedures  Convenience Sampling –Mall-intercepts/ Classroom surveys  Judgment Sampling –Test MKT cities  Quota Sampling –Make sure groups are well-represented  Snowball Sampling –Get referrals –Bias

Probability Sampling  Simple Random Sampling –Random Numbers Table –Systematic Sampling  Periodicity –Stratified Sampling  Similar to quota samples –Cluster Sampling –Multistage Area Sampling

Internet Sampling  Advantages  Disadvantages  Web Site Visitors  Panel Samples  Recruited Ad Hoc  Opt-in Lists

Appropriate Sample Design  Degree of Accuracy  Resources  Time  Advance Knowledge of Population  National v. Local Project  Need for Statistical Analysis