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Lecture%207%20Ch%2014_15 - 1 ChapterFourteen Sampling...

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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 2
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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 3
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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 4
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Error in Sampling (contd.) 5
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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 6
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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 Superset problem Intersection problem 7
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ 8 The Sampling Process Identifying the Target Population Determining the Sampling Frame Selecting a Sampling Frame Probability Sampling Non-Probability Sampling Determining the Relevant Sample Size Execute Sampling Data Collection From Respondents Information for Decision-Making Reconciling the Population, Sampling Frame Differences Handling the Non- Response Problem
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Marketing Research 10th Edition http://www.drvkumar.com/mr10/ Sampling Techniques Probability Sampling All population members have a known probability of being in the sample Simple Random Sampling Each population member and each possible sample has equal probability of  being selected Stratified Sampling The chosen sample is forced to contain units from each of the segments or  strata of the population 9
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