ESSENTIALS OF MARKETING RESEARCH

Hair/Wolfinbarger/Ortinau/Bush

Explain the role of sampling in the research process Distinguish between probability and nonprobability sampling Understand the factors to consider when determining sample size Understand the steps in developing a sampling plan

Sampling is the process of selecting a small number of elements from a larger defined target group of elements such that the information gathered from the small group will allow judgments to be made about the larger groups

Population

Element Defined target population Sampling unit

Sampling frame

Sampling error is any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size

1. 2. 3. 4. 5.

Define the Population of Interest Identify a Sampling Frame (if possible) Select a Sampling Method Determine Sample Size Execute the Sampling Plan

Population of interest is entirely dependent on Management Problem, Research Problems, and Research Design. Some Bases for Defining Population:

Geographic Area Demographics Usage/Lifestyle Awareness

A list of population elements (people, companies, houses, cities, etc.) from which units to be sampled can be selected. Difficult to get an accurate list. Sample frame error occurs when certain elements of the population are accidentally omitted or not included on the list. See Survey Sampling International for some good examples http://www.surveysampling.com/

Probability sampling

Nonprobability sampling

Probability Nonprobability Simple random Convenience sampling sampling Systematic Judgment random sampling sampling Stratified random Quota sampling Snowball sampling sampling Cluster sampling

Simple random sampling is a method of probability sampling in which every unit has an equal nonzero chance of being selected

Systematic random sampling is a method of probability sampling in which the defined target population is ordered and the sample is selected according to position using a skip interval

1: Obtain a list of units that contains an acceptable frame of the target population 2: Determine the number of units in the list and the desired sample size 3: Compute the skip interval 4: Determine a random start point 5: Beginning at the start point, select the units by choosing each unit that corresponds to the skip interval

Stratified random sampling is a method of probability sampling in which the population is divided into different subgroups and samples are selected from each

1: Divide the target population into homogeneous subgroups or strata 2: Draw random samples fro each stratum 3: Combine the samples from each stratum into a single sample of the target population

Convenience sampling relies upon convenience and access Judgment sampling relies upon belief that participants fit characteristics Quota sampling emphasizes representation of specific characteristics Snowball sampling relies upon respondent referrals of others with like characteristics

Research objectives

Degree of accuracy

Resources

Time frame

Knowledge of target population

Research scope

Statistical analysis needs

How many completed questionnaires do we need to have a representative sample? Generally the larger the better, but that takes more time and money. Answer depends on:

How different or dispersed the population is. Desired level of confidence. Desired degree of accuracy.

Common Methods:
Budget/time available Executive decision Statistical methods Historical data/guidelines
See Table

Variability of the population characteristic under investigation Level of confidence desired in the estimate Degree of precision desired in estimating the population characteristic

Probability Sampling and Sample Sizes

When estimating a population mean n = (Z2B,CL)(2/e2) When estimates of a population proportion are of concern n = (Z2B,CL)([P x Q]/e2) For a simple sample size calculator, click here: http://www.surveysystem.com/sscalc.htm