Data Collection and

Sampling Methods
 Helps us to be familiar with the problem situation,
Exploratory 👉 identify important variables, and use these variables to
form hypotheses that can be tested in subsequent
research

Descriptive Research has the goal of

Descriptive 👉 describing something.

Types of
Studies
Causal 👉 The objective is to determine whether
one variable has an effect to another.

👉
Attempts to forecast some situation or value
Predictive that will occur in the future.
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Research
Process
1 Define the problem 2
Deciding on the type of data
required

Determining through what means Planning for the collection of data and if
3 the data will be obtained 4 necessary, selection of a sample

Drawing conclusions and

5 Collecting and analyzing the data 6 analyzing the data

Following through with decisions that

7 take the finding into consideration
3
 Primary versus secondary
 Primary data refer to those generated by a researcher for
the specific problem or decision at hand.
Example: Survey research, experimentation, and
observational research.

 Secondary data have been gathered by someone else for

some other purpose. Secondary data can be internal or
external depending on whether the data were generated
from within your firm or organization or by an outside
person or group

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Secondary Data
￮ External secondary data
are existing data that have
￮ Internal secondary data have already been collected by
traditionally existed in the other organizations.
form of accounting or ￮ For example
financial information. ￮ Government Agencies
￮ For example ￮ Other published sources
￮ Profit and loss statements ￮ Commercial Suppliers
￮ Balance sheets ￮ Trade Associations
￮ Sales figures ￮ Data warehousing and Data
￮ Inventory records Mining
￮ Internet Data Sources
￮ Previous marketing research studies
￮ Corporate News and Annual Reports
Online
￮ Secondary Data Online 5
Types of Surveys
The Mail Survey The Personal The Telephone
Interview Interview
A mailed
questionnaire is An interviewer It is similar to the
typically personally secures personal
accompanied by the respondent’s interview, but
a cover letter and cooperation and uses the
postage paid carries out what telephone instead
return envelope could be described of personal
for the as a “purposeful interaction.
respondent’s conversation” in
convenience. which the
respondents
replies to the
questions asked of
her.

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Questionnaire
Design
￮ It is also referred to as the data collection instrument, the questionnaire is
either filled out personally by the respondent or administered and
completed by an interviewer. The questionnaire may contain any of three
types of questions:

￮ 1) Multiple choice
￮ 2) Dichotomous
￮ 3) Open-ended

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Errors in Survey Research
￮ Sampling error
occurs because a sample has been taken instead of a complete
census of the population.

￮ Response error
Some respondents may “distort” the truth (to put it kindly) when
answering a question. They may exaggerate their income, understate their
age, or provide an answer that they think are “acceptable”.

￮ Nonresponse Error
Not everyone in the sample will cooperate in returning the
questionnaire or in answering an interviewer’s questions.

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Experimentation
and Observational
Research
￮ EXPERIMENTATION ￮ OBSERVATION
￮ The purpose is to identify cause- ￮ It relies on watching or listening,
and-effect relationships between then counting or measuring.
variables.
￮ INTERNAL VALIDITY refers to
whether T really made the
difference in the measurements
obtained.
￮ EXTERNAL VALIDITY asked whether
the results can be generalized to
other people or setting.
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The Basics of Sampling
￮ Population – The set of all possible elements that could
theoretically be observed or measured; this is sometimes
referred as to universe.
￮ Sample – A selected portion from the elements within the
population, with these elements being actually measured or
observed.
￮ Census – The measurement or observation of all possible
elements from the population; this can be viewed as a
“sample” that includes the entire population.
￮ Parameter – A characteristic of a population, such as the
population mean, population variance and population standard
deviation.
￮ Statistic - A characteristic of a sample, such as the sample
mean, sample variance and sample standard deviation.
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Reasons to sample
1. To contact the whole population would be time
consuming.
2. The cost of studying all the items in a population
may be prohibitive.
3. The physical impossibility of checking all the
items in the population
4. The destructive nature of some tests
5. The sample results are adequate.
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Sampling Methods
￮ Sampling methods can be categorized as
probability o nonprobability. The
distinction is that with probability
sampling, each person or element in the
population is known (or calculable)
chance of being included in the sample.

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Sampling Methods
￮ Nonprobability sampling is
primarily used in exploratory
research studies where there is
no intention of making statistical
inferences from the sample to
the population
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Sampling Methods under Probability
Sampling
1. Simple Random Sampling – every person or element in the
population has an equal chance of being included in the
sample.
For example:
A firm has 750 production employees and wishes to
select a simple random sample of 40 workers to participate in
the quality-assurance training program.

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Sampling Methods under Probability
Sampling

2. Systematic sampling is a type of probability sampling method in which

sample members from a larger population are selected according to a
random starting point but with a fixed, periodic interval.
For example
Given the name of 20 students below. How do we get a sample of 5
students to perform in talent day using the systematic sampling.

Abegail Erika Martin Benjie Bernie

Lolito Arwell Jovelyn Danica Ronald

Paul Mae Jewel Chona Geneva

Japhet Alfred Veejay Lalaine Julia

15
Sampling Methods under Probability
Sampling
3. Stratified Sample – The population is divided into layers, or strata, then a
simple random sample of members from each stratum is selected.
For Example, we might study the advertising expenditures for the 352 largest
companies in the United States. Suppose the objective is to determine whether
firms with high returns on equity spent more of each sales dollars on
advertising with a low return or deficit.
Stratum Profitability Number of firms Relative Number
Frequency Sampled
1 30% and over 8 0.02 1
2 20% up to 30% 35 0.10 5
3 10% up to 20% 189 0.54 27
4 0 up to 10% 115 0.33 16
5 deficit 5 0.01 1
Total 352 1.00 50
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Sampling Methods under Probability
Sampling
4. Cluster sample – Involves dividing the population into groups (based
on geographic area), then randomly selecting some of the groups
and taking either a sample or a census.
For example, given a cluster A, B, C, D, and E of Pallet Town. Get a
sample of 20 students who will represent the Pallet Town.

A C E
B D F
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Sampling Methods
Nonprobability Sampling

￮ Convenience Sample – Members such samples

are chosen primarily because they are both
readily available and willing to participate.
￮ Quota Sample – This is similar to the stratified
probability sample described previously,
except that members of the various strata are
not chosen through the use of probability
sampling technique.

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Sampling Methods
Nonprobability Sampling

￮ Purposive Sample – Members are chosen

specifically because they’re not typical of the
population.
￮ Judgment Sample – this sample is selected on
the basis that the researcher believes the
members to be representative of the
population.

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Sampling Methods
1.Simple Random Sample
2.Systematic Random Sample
3.Stratified Random Sample
4.Cluster Sample

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