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Sampling Design & Sampling Procedures

Sampling Design & Sampling Procedures. Chapter 12. Sampling Terminology. Sample Population Population Element Census Why Sample?. Sampling Procedure. Define Population Select a Sampling Frame Decide between Probability/Non-probability Sampling Plan Selection Procedure

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Sampling Design & Sampling Procedures

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  1. Sampling Design & Sampling Procedures Chapter 12

  2. Sampling Terminology • Sample • Population • Population Element • Census • Why Sample?

  3. Sampling Procedure • Define Population • Select a Sampling Frame • Decide between Probability/Non-probability Sampling • Plan Selection Procedure • Select Sampling Units • Conduct Research

  4. The Process • Defining the Target Population • Who’s the population we want to analyze? • The Sampling Frame • “List of a population” • Sampling frame error • International marketing research • Sampling unit

  5. Errors • Random Sampling Error • Systematic Error • Nonresponse Error

  6. The Process • Decide between Probability/ Non-Probability Sampling • Probability Sampling • Nonprobability sampling

  7. Non-Probability Sampling Procedures • Convenience Sampling • Mall-intercepts/ Classroom surveys • Judgment Sampling • Test MKT cities • Quota Sampling • Make sure groups are well-represented • Snowball Sampling • Get referrals • Bias

  8. Probability Sampling • Simple Random Sampling • Random Numbers Table • Systematic Sampling • Periodicity • Stratified Sampling • Similar to quota samples • Cluster Sampling • Multistage Area Sampling

  9. Internet Sampling • Advantages • Disadvantages • Web Site Visitors • Panel Samples • Recruited Ad Hoc • Opt-in Lists

  10. Appropriate Sample Design • Degree of Accuracy • Resources • Time • Advance Knowledge of Population • National v. Local Project • Need for Statistical Analysis

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