Chapter 11 notes

Chapter 11 notes - Chapter 11 Sampling Foundations...

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Chapter 11 Sampling Foundations Population versus Sampling Frame Population = the entire body of units of interest to decision makers in a situation o Example: All individuals living in Columbia, SC Sampling frame = a listing of population units from which a sample is chosen o Example: List of all students in Columbia, SC who took the GRE test during the past year. This list will be later used for selecting a random sample of students who took the GRE. Sampling vs. Census Studies Census Study: obtaining data & making inferences from the entire body of units (from the entire population) of interest Sample Study: inferences from a sample drawn from the population Advantages of Sampling Cost Time Total error o Sampling error o Nonsampling error Fresh respondent pool Selecting a Sample Define target population Select a sampling frame o List of elements from which sample will be drawn Choose probability or nonprobability method Plan procedure for selecting sampling units Determine sample size Select actual sampling units Conduct fieldwork Sampling Frames Internationally In some Asian countries such as Taiwan and Japan, updated census information is readily available for sampling frames o Inhabitants’ Register o Providing communal services Other countries have low telephone penetration, making telephone directories useless as sampling frames
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Census Studies Conditions under which census studies are appropriate: o Feasibility Relatively small population o Necessity Extreme variation General Sampling Methods Probability sampling o objective procedure o Probability of selection is known in advance for each population unit Non-probability sampling o subjective procedure o Probability of selection for the population units cannot be determined Probability Sampling Procedures Simple random sampling: most basic type of probability sampling o Procedure where every possible sample of a certain size within a population has a known and equal probability of being chosen as the study sample Stratified random sampling: chosen sample is forced to contain units from each
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This note was uploaded on 02/22/2011 for the course MKTG 352 taught by Professor ? during the Summer '10 term at South Carolina.

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Chapter 11 notes - Chapter 11 Sampling Foundations...

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