Chapter Eleven: Sampling: Design and Procedures
Chapter Eleven: Sampling: Design and Procedures
Chapter Eleven: Sampling: Design and Procedures
Sampling:
Design and Procedures
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Chapter Outline
1) Overview
2) Sample or Census
3) The Sampling Design Process
i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process
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Chapter Outline
4) A Classification of Sampling Techniques
i. Nonprobability Sampling Techniques
a. Convenience Sampling
b. Judgmental Sampling
c. Quota Sampling
d. Snowball Sampling
ii. Probability Sampling Techniques
a. Simple Random Sampling
b. Systematic Sampling
c. Stratified Sampling
d. Cluster Sampling
e. Other Probability Sampling Techniques
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Chapter Outline
5. Choosing Nonprobability versus Probability
Sampling
6. Uses of Nonprobability versus Probability Sampling
7. International Marketing Research
8. Ethics in Marketing Research
9. Internet and Computer Applications
10. Focus On Burke
11. Summary
12. Key Terms and Concepts
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7. Nat ure of m easurem ent Dest ruct ive Nondest ruct ive
Research Studies
Table 11.2
Techniques
Fig. 11.2
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
Convenience Sampling
Convenience sampling attempts to obtain a
sample of convenient elements. Often, respondents
are selected because they happen to be in the right
place at the right time.
Judgmental Sampling
Judgmental sampling is a form of convenience
sampling in which the population elements are
selected based on the judgment of the researcher.
test markets
purchase engineers selected in industrial
marketing research
bellwether precincts selected in voting behavior
research
expert witnesses used in court
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Quota Sampling
Quota sampling may be viewed as two-stage restricted judgmental
sampling.
The first stage consists of developing control categories, or quotas,
of population elements.
In the second stage, sample elements are selected based on
convenience or judgment.
Population Sample
composition composition
Control
Characteristic Percentage Percentage Number
Sex
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
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Snowball Sampling
In snowball sampling, an initial group of
respondents is selected, usually at random.
Systematic Sampling
The sample is chosen by selecting a random starting point and
then picking every ith element in succession from the sampling
frame.
The sampling interval, i, is determined by dividing the population
size N by the sample size n and rounding to the nearest integer.
Stratified Sampling
A two-step process in which the population is
partitioned into subpopulations, or strata.
The strata should be mutually exclusive and
collectively exhaustive in that every population
element should be assigned to one and only one
stratum and no population elements should be
omitted.
Next, elements are selected from each stratum by a
random procedure, usually SRS.
A major objective of stratified sampling is to increase
precision without increasing cost.
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Stratified Sampling
The elements within a stratum should be as homogeneous as
possible, but the elements in different strata should be as
heterogeneous as possible.
The stratification variables should also be closely related to the
characteristic of interest.
Finally, the variables should decrease the cost of the
stratification process by being easy to measure and apply.
In proportionate stratified sampling, the size of the sample
drawn from each stratum is proportionate to the relative size of
that stratum in the total population.
In disproportionate stratified sampling, the size of the sample
from each stratum is proportionate to the relative size of that
stratum and to the standard deviation of the distribution of the
characteristic of interest among all the elements in that stratum.
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Cluster Sampling
The target population is first divided into mutually exclusive and
collectively exhaustive subpopulations, or clusters.
Then a random sample of clusters is selected, based on a
probability sampling technique such as SRS.
For each selected cluster, either all the elements are included in
the sample (one-stage) or a sample of elements is drawn
probabilistically (two-stage).
Elements within a cluster should be as heterogeneous as
possible, but clusters themselves should be as homogeneous
as possible. Ideally, each cluster should be a small-scale
representation of the population.
In probability proportionate to size sampling, the clusters
are sampled with probability proportional to size. In the second
stage, the probability of selecting a sampling unit in a selected
cluster varies inversely with the size of the cluster.
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Simple Random
Sampling
Probability Samples
Fig. 11.4 cont. Systematic
Sampling
Probability Samples
Fig. 11.4 cont. Stratified
Sampling
Probability Sampling
Table 11.4 cont.
Condit ions Favoring t he Use of
Fact or s Nonprobabilit y Probabilit y
sam pling sam pling
Relat ive m agnit ude of sam pling Nonsam pling Sam pling
and nonsam pling errors errors ar e errors are
larger larger
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