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MR Chapter 12

This document discusses key concepts related to sampling and survey design. It covers: 1. Reasons for taking a sample rather than a complete census, including budget/time constraints and that samples can provide accurate results. 2. The process of identifying a target population and selecting a sampling frame, including defining the population, using existing lists, and the difference between probability and non-probability sampling. 3. Factors to consider when choosing an appropriate sample design, such as required accuracy, available resources, time constraints, and knowledge of the target population.

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85 views5 pages

MR Chapter 12

This document discusses key concepts related to sampling and survey design. It covers: 1. Reasons for taking a sample rather than a complete census, including budget/time constraints and that samples can provide accurate results. 2. The process of identifying a target population and selecting a sampling frame, including defining the population, using existing lists, and the difference between probability and non-probability sampling. 3. Factors to consider when choosing an appropriate sample design, such as required accuracy, available resources, time constraints, and knowledge of the target population.

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Irmilee
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 12

OUTCOMES:

1. Explain reasons for taking a sampling rather than a complete census


2. Describe the process of identifying a target population and selecting a
sampling frame
3. Compare random sampling and systematic (nonsampling) errors with an
emphasis on how the internet is intertwined with this issue
4. Identify the types of nonprobability sampling, including their advantages and
disadvantages
5. Summarize various types of probability samples
6. Discuss how to choose an appropriate sample design

Explain reasons for taking a sampling rather than a complete census

Pragmatic reasons = research projects almost always have budget and time
constraints. If a researcher had a small population they may choose to conduct a
census. Sampling cuts costs, reduces labor requirements and gathers vital
information quickly.

Accurate and reliable results = properly selected samples give results that are
reasonably accurate. A sample may be even be more accurate than a census .
Interviewer mistakes, tabulation errors and other nonsampling errors are more
prevalent in a census as workers could suffer from burnout and fatigue.
Describe the process of identifying a target population and selecting a
sampling frame

1. Define the target population

The population must be defined accurately for the research to produce good results.
Ask and answer the following questions:

o Is a list available that match our population? Can we use it?


o Who are we interested in?
o What are the relevant market segment characteristics?
o Are we only interested in a regional population? If so, how do we determine
the borders?
o Should the study include multiple populations?

2. The Sampling Frame

A list of elements from which a sample may be drawn; also called working population
is our sampling frame. A sampling frame error occurs when certain sample elements
are excluded or the entire population is not accurately represented in the sampling
frame

Sample services: specialise in providing lists or databases that include names


addresses of specific populations. A reverse directory provides the same
information as a telephone directory except that listings are b phone number, city
and street addresses instead of alphabetically by surname.

Online panels: lists of respondents who have agreed to participate in marketing


research along with the email and contact information of these individuals.

3. Probability vs Nonprobability sampling

Probability sampling – sampling technique in which every member of the


population has a known, nonzero probability of selection.

Simple Random Sampling – sampling procedure that assures each element in the
population of an equal chance of being included in the sample.

Systematic sampling – starting point is selected by a random process and then every
nth number on the list is selected. Interval = population size/ sample size.

Stratified sampling- simple random subsamples that are more or equal on some
characteristic are drawn from within each stratum of the population. This sampling is
used to obtain a more efficient sample than would be possible with simple random
sampling.

Snowball sampling – sampling procedure in which respondents are selected by


probability methods and additional respondents are obtained from information
provided by those initial respondents
Nonprobability sampling - sampling technique in which units of the sample are
selected on the basis of personal judgement or convenience; the probability of any
particular member of the population being chosen unknown. Always presents a
limitation in terms of generalization.

Convenience sampling: sampling procedure of obtaining those people or units that


are most conveniently available

Judgement sampling: nonprobability technique in which an experienced individual


selects the sample based on personal judgement bout some appropriate
characteristics of the sample member. Researchers select samples that satisfy their
purposes regardless of whether they are fully representative of the larger population.

Quota Sampling: nonprobability procedure that ensures that various subgroups of a


population will be represented on pertinent characteristics to the exact extent tht the
investigator desires.

Advantages of quota sampling – low costs; timely; convenient

4. Plan Procedure for selecting sampling units

Sampling unit is a single element/group of elements subject to selection in the


sample. (e.g. using every 25th member on a bus to from a sample).

If the target population has first been divided into units (e.g. bus brands) additional
terminology needs to be used. A unit selected in the first stage of sampling is called
a primary sampling unit. A unit selected in a successive stage is the secondary
sampling unit; and after this (if necessary) the tertiary sampling unit.

Random sampling error – term used that refers only to statistical fluctuations that
occur because of chance variations in the elements selected for the sample. As
sample size increases, random sampling error decreases.

Systematic sampling error – these are errors that resut from nonsampling factors,
primarily the nature of a study’s design and the correctness of execution.
Discuss how to choose an appropriate sample design
o Degree of accuracy – this may vary from project to project , especially when
cost savings or another benefit may be a trade-off for a reduction in accuracy.
o Resources – if financial and human resources are restricted, certain options
will have to be eliminated.
o Time – a researcher who needs to meet a deadline/ complete a project
quickly will be more likely to select a simple, less time- consuming sample
design.
o Advance Knowledge of the population – having access to lists is of great
assistance.
o National or Local Project?

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