MKT 460 Exam 2 Review - MKT 460 Exam 2 Review Sampling...

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MKT 460 Exam 2 Review Sampling Census: measures the entire population Target population: entire body of interest Sample: selection of part of the population; used to draw general conclusions about the entire population Sampling error = population mean – sample mean the difference between the population and the sample Non-sampling error = True sample mean – observed sample mean errors in the sample data Six steps of drawing a sample 1. Define the target population – what is the population to which your research is directed 2. Identify the sampling frame – where to draw the sample from 3. Select a sampling plan – how to select subjects 4. Determine the sample size – how many? 5. Select the sample elements – draw the sample 6. Collect the data from the sample – measure each unit in the sample Target population: - Which units to be included? (households, children, students, main shopper, stores, etc) - Narrow or broad? more narrow harder and costlier it is to collect Sampling frame: - Listing from which sample will be drawn (phonebooks, directories, list of registered companies, customer database) - NOT always used Sampling plan: magnitude of the sampling error reliability ) of your results - Non-probability unknown probability – probability of units being included in the sample is unknown o canNOT be inferred NOT needed less expensive 1. Convenience sample: “ accidental” – elements enter by accident ie mall intercept, popup window on website 2. Judgment sample: “ purposive” – elements are hand-picked 1) to obtain better results or 2) use expert opinion 3. Quota sample: “to improve” representativeness. Sample is similar to population on a number of variables. Precise description a. Disadvantage – 1) there may be other variables based on which the sample is not representative; 2) sampling units are selected by the interviewer o Drawbacks: sample units selected by interviewer, usually those most accessible, at home, with time, etc… Sample may not be representative of target population
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MKT 460 Exam 2 Review - MKT 460 Exam 2 Review Sampling...

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