Chapter 13 outline

Chapter 13 outline - MGM 403 Chapter 13 BASIC SAMPLING...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
MGM 403 Chapter 13 BASIC SAMPLING ISSUES I) Concept of Sampling Sampling refers to the process of obtaining information from a subset (a sample) of a large group. A user of marketing research then takes the results from the sample & makes estimates of the characteristics of the large group. The motivation for the sampling is to be able to make these estimates more quickly & at a lower cost than would be possible by any other means. The key to making accurate predictions about the characteristics or behavior of a large population on the basis of a relatively small sample lies in which individuals are selected for the sample. A) Population 1. The population , or population of interest , is the entire group of people about whom the researcher needs to obtain information. 2. Defining the population of interest is a key step in the sampling process. B) Sample vs. Census 1. In a census , data are obtained from or about every member of the population of interest. 2. Censuses are seldom employed in marketing research, as populations of interest to marketers normally include many thousands or even millions of individuals. 3. It has been demonstrated repeatedly that a relatively small but carefully chosen sample can very accurately reflect the characteristics of the population from which it is drawn. 4.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 3

Chapter 13 outline - MGM 403 Chapter 13 BASIC SAMPLING...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online