sampling - RTV 4506 Telecom Research Lecture Lecture 4...

Lecture 4: Sampling
RTV 4506: Telecom Research
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Miao Melissa Guo
Telecommunication Department

Outline
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Sampling design
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Random selection
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Probability samples
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Nonprobability samples
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Sampling error
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Nielsen Ratings 101: Designing the Sample
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What is the population of Nielsen TV ratings?
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What is the size of the population?
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What is sample size of Nielsen TV ratings?
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What are two types of Nielsen TV samples?
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What methodology does Nielsen use to design its
sample?
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How do TV rating works?
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Nielsen Ratings: Designing the Sample
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Population and Sample
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A unit : the thing or person about which information is collected
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A population : the aggregation of study units
The population of Nielsen TV ratings: the whole U.S. TV households
or individuals
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A sample : a representative selection of the population
The sample of Nielsen TV ratings: one or more individuals or
households selected from a population to represent that population
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Sample Size: the number of households or individuals selected for a
research sample.
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Sampling (design): The process of selecting units for observation
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Representativeness
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A sample is representative of the population
from which it is selected if the characteristics of
the sample closely approximate the
characteristics of the population.