Sampling+7.11

Sampling+7.11 - 1 Chapter Fourteen Sampling Fundamentals

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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Chapter Fourteen 1 Sampling Fundamentals
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Sampling Fundamentals When is census appropriate? Population size is quite small Information is needed from every individual in the population Cost of making an incorrect decision is high  Sampling errors are high 3
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Sampling Fundamentals (Contd.) When is sample appropriate?   Population size is large Both cost and time associated with obtaining information from the population  is high Quick decision is needed To increase response quality since more time can be spent on each interview Population being dealt with is homogeneous If census is impossible 4
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Error in Sampling Total Error Difference between the true value and the observed  value of a variable Sampling Error Error is due to sampling Non-sampling Error Error is observed in both census and sample 5
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Error in Sampling (contd.) 6
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Sampling Process Determining Target Population Well thought out research objectives  Consider all alternatives Know your market Consider the appropriate sampling unit Specify clearly what is excluded Should be reproducible Consider convenience 7
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Sampling Process (Contd.) Determining Sampling Frame List of population members used to obtain a sample Issues: Obtaining appropriate lists Dealing with population sampling frame differences 8
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Sampling+7.11 - 1 Chapter Fourteen Sampling Fundamentals

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