Comprehensive Analysis of Sampling Techniques for Marketing Research

This report provides a detailed overview of sampling techniques in marketing research, encompassing both nonprobability and probability sampling methods. It begins by outlining the sampling design process, including defining the target population, determining the sampling frame, selecting sampling techniques, determining sample size, and executing the sampling process. The report then classifies and explains various nonprobability techniques such as convenience, judgmental, quota, and snowball sampling, along with probability techniques including simple random, systematic, stratified, and cluster sampling. Each technique is illustrated with examples and graphical representations, highlighting their strengths and weaknesses. The report also discusses the uses of different sampling techniques, considering factors like cost, time, and the desired level of precision. Finally, it touches upon the importance of ethical considerations in marketing research. This comprehensive analysis is available on Desklib, a platform offering AI-driven study tools for students.

Chapter Eleven
Sampling:
Design and Procedures
© 2007 Prentice Hall 11-1

© 2007 Prentice Hall 11-2
Chapter Outline
1) Overview
2) Sample or Census
3) The Sampling Design Process
i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process

© 2007 Prentice Hall 11-3
Chapter Outline
4) A Classification of Sampling Techniques
i. Nonprobability Sampling Techniques
a. Convenience Sampling
b. Judgmental Sampling
c. Quota Sampling
d. Snowball Sampling
ii. Probability Sampling Techniques
a. Simple Random Sampling
b. Systematic Sampling
c. Stratified Sampling
d. Cluster Sampling
e. Other Probability Sampling Techniques

© 2007 Prentice Hall 11-4
Chapter Outline
5. Choosing Nonprobability Versus Probability
Sampling
6. Uses of Nonprobability Versus Probability
Sampling
7. Internet Sampling
8. International Marketing Research
9. Ethics in Marketing Research
10. Summary

© 2007 Prentice Hall 11-5
Sample Vs. Census
Table 11.1

© 2007 Prentice Hall 11-6
The Sampling Design Process
Fig. 11.1
Define the Population
Determine the Sampling Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process

© 2007 Prentice Hall 11-7
Define the Target Population
The 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 Hall 11-8
Define the Target Population
Important 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

© 2007 Prentice Hall 11-9
Sample Sizes Used in Marketing
Research Studies
Table 11.2

© 2007 Prentice Hall 11-10
Classification of Sampling Techniques
Sampling Techniques
Nonprobability
Sampling Techniques
Probability
Sampling Techniques
Convenience
Sampling
Judgmental
Sampling
Quota
Sampling
Snowball
Sampling
Systematic
Sampling
Stratified
Sampling
Cluster
Sampling
Other Sampling
Techniques
Simple Random
Sampling
Fig. 11.2

© 2007 Prentice Hall 11-11
Convenience Sampling
Convenience sampling attempts to obtain a
sample of convenient elements. Often, respondents
are selected because they happen to be in the right
place at the right time.
■ use of students, and members of social
organizations
■ mall intercept interviews without qualifying the
respondents
■ department stores using charge account lists
■ “people on the street” interviews

© 2007 Prentice Hall 11-12
A Graphical Illustration of
Convenience Sampling
Fig. 11.3
A B C D E
1 6 11 16 21
2 7 12 17 22
3 8 13 18 23
4 9 14 19 24
5 10 15 20 25
Group D happens to
assemble at a
convenient time and
place. So all the
elements in this
Group are selected.
The resulting sample
consists of elements
16, 17, 18, 19 and 20.
Note, no elements are
selected from group
A, B, C and E.