Research: The Sampling Design Process
Added on 2021-06-30
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Chapter ElevenSampling:Design and Procedures© 2007 Prentice Hall11-1
© 2007 Prentice Hall11-2Chapter Outline1) Overview2) Sample or Census3) The Sampling Design Processi.Define the Target Populationii.Determine the Sampling Frameiii.Select a Sampling Techniqueiv.Determine the Sample Sizev.Execute the Sampling Process
© 2007 Prentice Hall11-3Chapter Outline4) A Classification of Sampling Techniquesi.Nonprobability Sampling Techniques a.Convenience Samplingb.Judgmental Samplingc.Quota Samplingd.Snowball Samplingii.Probability Sampling Techniquesa.Simple Random Samplingb.Systematic Samplingc.Stratified Samplingd.Cluster Samplinge.Other Probability Sampling Techniques
© 2007 Prentice Hall11-4Chapter Outline5.Choosing Nonprobability Versus ProbabilitySampling6.Uses of Nonprobability Versus Probability Sampling7.Internet Sampling8.International Marketing Research9.Ethics in Marketing Research10.Summary
© 2007 Prentice Hall11-5Sample Vs. CensusTable 11.1
© 2007 Prentice Hall11-6The Sampling Design ProcessFig. 11.1Define the PopulationDetermine the Sampling FrameSelect Sampling Technique(s)Determine the Sample SizeExecute the Sampling Process
© 2007 Prentice Hall11-7Define the Target PopulationThe target population is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. The target population should be defined in terms of elements, sampling units, extent, and time.■An element is the object about which or from which the information is desired, e.g., the respondent. ■A sampling unit is an element, or a unit containing the element, that is available for selection at some stage of the sampling process. ■Extent refers to the geographical boundaries.■Time is the time period under consideration.
© 2007 Prentice Hall11-8Define the Target PopulationImportant qualitative factors in determining the sample size are: ■the importance of the decision■the nature of the research■the number of variables■the nature of the analysis■sample sizes used in similar studies■incidence rates■completion rates■resource constraints
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