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Lecture Marketing research - Chapter 10: Basic sampling issues

After studying this chapter you will be able to: Understand the concept of sampling, learn the steps in developing a sampling plan, understand the concepts of sampling error and nonsampling error, understand the differences between probability samples, and nonprobability samples, understand sampling implications of surveying over the Internet. | Copyright © 2004 John Wiley & Sons, Inc. Basic Sampling Issues CHAPTER Ten Learning Objectives 1. To understand the concept of sampling. 2. To learn the steps in developing a sampling plan. 3. To understand the concepts of sampling error and nonsampling error. 4. To understand the differences between probability samples, and nonprobability samples. 5. To understand sampling implications of surveying over the Internet. Sampling Defined: The process of obtaining information from a subset of a larger group. A market researcher takes the results from the sample to make estimates of the larger group. Sampling a small percentage of a population can result in very accurate estimates. To understand the concept of sampling. The Concept of Sampling Population or Universe The population or population of interest is the total group of people from whom information is needed. Defining the population of interest is the first step in the sampling process Requires good logic and judgment Based on the characteristics of current or target customer Sample versus Census Census: Data about every member of the population. Sample: A subset of the population Definition Of Important Terms To understand the concept of sampling. Step1. Define the Population of Interest Step 2. Choose Data Collection Method Step 3. Choose Sampling Frame (4) Select a Sampling Method Step 5. Determine Sample Size Step 6. Develop Operational Plan Step 7. Execute Operational Plan Figure 10.1 Steps in Developing a Sample Plan Step One: Defining the Population of Interest Specifying the characteristics from whom information is needed. Define the characteristics of those that should be excluded. Step Two: Choose Data Collection Method Impacts for the sampling process. Step Three: Choosing Sampling Frame A list of elements or members from which we select units to be sampled. To learn the steps in developing a sample plan. Steps In Developing A Sampling Plan Step Four: Select a Sampling Method The selection will depend | Copyright © 2004 John Wiley & Sons, Inc. Basic Sampling Issues CHAPTER Ten Learning Objectives 1. To understand the concept of sampling. 2. To learn the steps in developing a sampling plan. 3. To understand the concepts of sampling error and nonsampling error. 4. To understand the differences between probability samples, and nonprobability samples. 5. To understand sampling implications of surveying over the Internet. Sampling Defined: The process of obtaining information from a subset of a larger group. A market researcher takes the results from the sample to make estimates of the larger group. Sampling a small percentage of a population can result in very accurate estimates. To understand the concept of sampling. The Concept of Sampling Population or Universe The population or population of interest is the total group of people from whom information is needed. Defining the population of interest is the first step in the sampling process Requires good logic and judgment Based on the