Chapter 11
Marketing 3613 with Vadakkepatt at University of Central Florida
About this deck
By: Sarah Lynn
Created: 2010-12-06
Size: 28 flashcards
Views: 19
Created: 2010-12-06
Size: 28 flashcards
Views: 19
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Sampling
- Process of obtaining information from a subset of a larger group
Why sample?
- make estimates more quickly
- cheaper
- accurate and reliable
- destruction of test units
Population
- entire group of people about whom information is needed aka population of interest
- sampling elements
- sampling units
- area of coverage
Census
- collection of data obtained from or about every member of the population of interest
Developing a sample plan
- define population
- choose data collection method
- identify sampling frame
- select sampling method
- determine sample size
- develop operational procedures
- execute operational sampling plan
Define population of interest
- geographic area
- demographics
- usage
- awareness
Choose data collection method
- not all people have email addresses
- not all people have home phones
Identify sampling frame
- list of population elements from which units to be sampled can be selected
Select sampling method
- study objectives
- financial resources
- time available
- nature of problem
probability samples
- samples in which every element of the population has a known, nonzero likelihood of selection
- simple random
- systematic
- stratified
- cluster
Non-probability sample
- samples in which specific elements from the population have been selected in a nonrandom manner
- convenience
- judgment
- quota
- snowball
Determine sample size- Non-probability
- Non-probability sample
- available budget?
- rules of thumb
- # of subgroups to be analyzed
Determine sample size- Probability
- acceptable error
- levels of confidence
Develop operational procedures
- selection procedures important for both non-probability and probability samples
- more critical for PROBABILITY
Execute the operation sampling plan
- requires adequate checking to ensure the specified procedures were followed
Population parameter
The value that defines the true characteristic of the total population
Sampling Error
Occurs because the sample selected is not perfectly representative of the population
Measurement error/Non-sampling error
All other types of errors
Simple random sampling
- purest form of probability sampling
- equal probability of being selected
- sample size/population size
Systematic sampling
- interval depends on sample and population size
- economical
- threat is periodicity
Stratified sampling
- stratified samples are forced to be more representative through SRS of mutually exclusive and exhaustive
- statistical efficiency
Proportional stratified sampling
size of sample is each subgroup is proportional to size of subgroup to overall population
Disproportional stratified sampling
size of sample in each subgroup based on variation within subgroup (larger variation= larger sample)
Clustered sampling
- divide population into subsets
- take random sample of subsets
- survey units
- one stage- survey all
- two stage- randomly select
Convenience samples
- uses people who are easily accessible
- target population ideal
- quick and inexpensive
- often a good method in exploratory
Judgment samples
- sample items selected using researchers personal judgment
- used to select test market cities, key accounts, malls for mall intercept
Quota samples
- ensures subgroups are represented to the exact extent the researcher desires
Snowball samples
- based on referrals from initial respondents
- starts with probability
- useful in populations with low incidence
- reduces search costs
- reduction of sample quality
About this deck
By: Sarah Lynn
Created: 2010-12-06
Size: 28 flashcards
Views: 19
Created: 2010-12-06
Size: 28 flashcards
Views: 19
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
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