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2014 slides5 - MODULE 2 MARKET RESEARCH Qualitati ve...

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Qualitative analysis MODULE 2 MARKET RESEARCH SLIDE SET 5 Summer 2014
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Sampling Focus Group Development & Design Data analysis of qualitative research Presenting your results CONTENT 2
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3 SAMPLING
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Convenience Judgment Quota Snowball Nonprobability Sampling Nonprobability samples do not allow all members of the sampling frame an equal opportunity of selection. TYPES OF SAMPLING QUALITATIVE 4
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CONVENIENCE SAMPLING Also called haphazard or accidental sampling The sampling procedure of obtaining the people or units that are most conveniently available Ex: Poster: call in and first ten people are selected. 5
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JUDGMENT SAMPLING Also called purposive sampling An experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member Ex: nutrition literacy related .. Socioeconomics income/education/location & type of home 6
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QUOTA SAMPLING Done to insure the inclusion of a parti cular segment of the populati on. Proporti on may or may not be based upon that segments proporti on in the populati on Ex: LFS grads input 10% in UBC study Do not confuse with strati fi ed sampling. Quota sampling is the non probability version of stratified sampling. In stratified sampling, subsets of the population are created so that each subset has a common characteristic, such as gender. Random sampling chooses a number of subjects from each subset with, unlike a quota sample, each potential subject having a known probability of being selected. 7
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SNOWBALL SAMPLING A variety of procedures Initial respondents are selected by probability methods Additional respondents are obtained from information provided by the initial respondents Ex: ask a friend to attend .. What happens then?
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