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Sam Paling
Sam Paling
SAMPALING
Problem Definition
You have to first know what you are looking for this is not always so easy.
If your new chocolate bar isnt selling well, you dont automatically do market research on the taste - because maybe the reason has to do with the packaging.
hypothesis
After the problem has been defined; (Step 1), and an exploratory investigation (Step 2), has been conducted, it is possible to then formulate a Hypothesis (Step 3)
Hypothesis
A tentative explanation about the
relationship between variables as a starting point for further testing. The way of thinking about how something works - and using your original guess as a starting point for further investigation
Test Marketing
The selection of areas considered reasonably typical of the total market, and introducing a new product to these areas with a total marketing campaign to determine consumer response before marketing the product nationally.
Sample
Sample is a process of selecting a subset of rationalised number of members of the population of the study and collecting data about their attributes These limited members are called sampling units Based on the data gathered on the sample the analyst draws conclusion about the population
What is a sample ?
A subset of some of the units in the population A subgroup of the population
Example
population size = 1000 ( blue collar) Sample size = 200 (chosen for studying performance of blue collar)
Why sampling ?
Too expensive to test the entire population Impossible to test entire population Testing the entire population often produces errors May give accurate results Enables to researchers to make estimates of some unknown characteristics of population in question High scope of accuracy and reliability
Sampling Methods
Probability
Based on probability theory.
Non-Probability
Focus on volunteers, easily available units, or those that just happen to be present when the research is done. Useful for quick and cheap studies, for case studies, for qualitative research, for pilot studies, and for developing hypotheses for future research.
Every unit of the population of interest must be identified, and all units must have a known, non-zero chance of being selected into the sample.
Probability
Simple random sample Systematic random sampling Stratified random sampling Cluster sampling
* This table of 25 random numbers was produced according to the following specifications: Numbers were randomly selected from within the range of 0 to 100. Duplicate numbers were allowed.
Question
Population of people going to night-clubs is on an average about 250-300 people in a city. Number of night clubs are 30. A researcher wants to select people for interview among this population .Apply systematic random sampling to identify the people.
Stratified sampling
Constructed by classifying the population in subpopulations (or strata), base on some wellknown characteristics of the population, such as age, gender or socio-economic status. The selection of elements is then made separately from within each strata, usually by random or systematic sampling methods.
Example
Sample size = n = 30
Population size =N= 8000 Population is divided into three strata ; N1= 4000 , N2= 2400 , N3= 1600 Find the sample sizes for the different strata by using proportional allocation : For Proportional Allocation P1 = 30 (4000/8000) = 15 P2 and P3 = ??
Question
In the class 12th , pupils are offered Maths, Physics or Chemistry homework. 28 choose Maths homework 47 choose Physics homework 25 choose Chemistry homework. If you wanted to check the homework of any 20 students, how many of each would you choose? ..
Cluster
Suitable for conducting research studies that cover large geographic area. Once the cluster is formed the researcher can either go for one stage, two stages, or multi stage cluster sampling.
Example
Suppose that the Department of Agriculture wishes to investigate the use of pesticides by farmers in England. A cluster sample could be taken by identifying the different counties in England as clusters. A sample of these counties (clusters) would then be chosen at random, so all farmers in those counties selected would be included in the sample. It is easier to visit several farmers in the same county than it is to travel to each farm in a random sample to observe the use of pesticides.
Non-Probability
Convenience sample Purposive sample Quota sample
Convenience
An exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient.
Purposive
The researcher selects the units with some purpose in mind, for example, students who live in dorms on campus, or experts on urban development.
Quota
widely used in opinion polling and market research. Interviewers are each given a quota of subjects of specified type to attempt to recruit for example, an interviewer might be told to go out and select 20 adult men and 20 adult women, 10 teenage girls and 10 teenage boys so that they could interview them about their television viewing.
Criterion
Consistency of target population and study population Truly representative sample To select any member of study population equally likely Estimate precise enough to inform decision making May results in a small sampling error.
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Sampling Method
Precision of Estimate
Definition A set of routine procedures to continuously collect, monitor, and present internal and external information on company performance and opportunities in the marketplace.
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