Ê


The sampling process is a procedure conducted by a researcher, in to draw conclusions about

an entire population based on the measurement of a portion of the population (Zikmund &
Babin, 2010:65). If the correct sampling procedures are followed, the researcher need not
measure every item in the population, as the sample should have identical characteristics as the
larger population (Zikmund & Babin, 2010:65). In determining a suitable sampling plan, a
researcher must carefully consider the research objectives, as this will play a significant role in
the choice at hand (Zikmund & Babin, 2010:65).

›  
     


Organisations make use of sampling mainly for practical reasons. In most cases, marketing
research projects have a budget and limited time period in which to conduct the study (Zikmund
& Babin, 2010:65). Sampling can help reduce labor requirements and in turn labor costs, as well
as gain vital information in a timely manner (Zikmund & Babin, 2010:412). Another benefit of
sampling is, if the sample selection is done properly, and then the results can be an accurate
reflection of the population (Zikmund & Babin, 2010:412). An added benefit of sampling is that
mistakes and errors can be radically reduced with increased supervision made possible by
sampling (Zikmund & Babin, 2010:412).

 
    
  
    
  


 
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This stage consists of the identification of the larger group that the sample is intended to
represent (Kotler & Keller, 2008:140). The population that is to be studied is the individuals in
South Africa that drink beer, which obviously excluded people who do not drink beer.

When one considers that Castle Lite target market has shifted from its image as a traditional
'white' male alcoholic beverage, to that of a premium beer of choice for youthful, aspiring and
professional black people, between the ages 24 and 35 (O'Brien, 2004).

Johannesburg will be the most appropriate city in order to conduct the sampling, because 2 074
900 people aged 25-34 live in Gauteng Province of the 8 554 500 South Africans who fall into
that age category (Stats SA, 2010). Gauteng province has the highest number of people within
that age category, therefore would be the most appropriate city for the sampling and fieldwork.
The Sandton District in Johannesburg will provide the perfect setting for the sampling to take
place. Today, the district is packed full of restaurants, hotels, clubs and shops (TravelSmart Ltd,
2010). This area has a large wealthy resident population (TravelSmart Ltd, 2010). Monte Casino
is the perfect location within Sandton to conduct the sampling, as it attracts large volumes of
people during the week and weekends.

Once researchers have established and properly defined the target population, then they can
move to the next stage in the process.

Ê  



The sampling frame is a list of population elements from which a sample will be drawn (Lamb,
Hair & McDaniel. 2008:143). There is no list that will reflect every individual in South Africa who
drinks beer, thus there is no sampling frame. In this step in the sampling process, it is important
to identify the various sampling units. A sampling unit can be defined as an element or group of
elements subject to selection in the sampling process (Zikmund & Babin, 2010:419).

Ê  
        

 

   

The two alternative sampling plans can be grouped into two categories: probability techniques
and non-probability techniques (Lamb, Hair & McDaniel. 2008:143). Probability sampling is the
technique where each element of the population has an equal probability of being selected
(Lamb, Hair & McDaniel. 2008:143). Non-probability sampling conversely, is the technique
where units of the sample are selected on a personal judgment basis, or the basis of
convenience (Lamb, Hair & McDaniel. 2008:143).

In order to follow a probability technique in sampling, one needs to have selected a sampling
frame, in stage two (Zikmund & Babin, 2010:417). This was impossibility as in order to select a
sampling frame, you need a list of all the elements in the population, as this list does not exist,
the non-probability technique will be the only option in conducting the sampling (Zikmund &
Babin, 2010:423). There are four types of non-probability sampling methods namely:
convenience sampling; judgment sampling; quota sampling; snowball sampling (Lamb, Hair &
McDaniel. 2008:143).

Two of the above mentioned non-probability sampling methods were deemed the most
appropriate, timely and cost effective methods and will be used in conducting the sampling at
Monte Casino. The first method is convenience sampling (Lamb, Hair & McDaniel. 2008:143).
This method of sampling involves the obtaining the people to sample who are the most
convenient for example, researchers could ask the first 40 people encountered at a mall, even
though these people may not be representative of the target population (Lamb, Hair &
McDaniel. 2008:143). An advantage of the convenience technique is that there is no need for a
list of the population (Zikmund & Babin, 2010:432). The convenience technique disadvantages
are that the samples could be unrepresentative of the larger target population, as well as
random sampling error (Zikmund & Babin, 2010:432).

The second sampling method that will be used is the judgement sampling method. This method
uses the judgement of the individual to select a sample based on their subjective opinion
whether the person or group has the necessary characteristics in common with the target
population (Zikmund & Babin, 2010:424). An advantage of the judgment technique is that the
sample should meet specific onjective (Zikmund & Babin, 2010:432). The judgment technique¶s
disadvantages are that bias could occur due to expert¶s beliefs may make the sample
unrepresentative (Zikmund & Babin, 2010:432).

Ê        


There are three types of sampling units: primary sampling unit; secondary sampling unit; and
tertiary sampling unit (Zikmund & Babin, 2010:419). The primary sampling unit is the unit
selected in the first stage of sampling, for example: choosing a province (Zikmund & Babin,
2010:419). The secondary sampling unit is the unit selected in the second stage of sampling, for
example: choosing a city (Zikmund & Babin, 2010:419). The tertiary sampling unit is the unit
selected in the third stage of sampling, for example: Selecting a shopping centre (Zikmund &
Babin, 2010:419). Regarding the Castle Lite sampling process, Gauteng province was the
primary sampling unit, Sandton was the secondary sampling unit, and Monte Casino was the
tertiary sampling unit. The researcher will make use of both the convenience sampling
technique and the judgment sampling technique in order to go forth with the sampling of the
target population, which is people who drink beer, aged 24-35.


Ê  
 
  

The sample size is the number of people to be interview in order to meet the sampling
objectives (Kotler & Keller, 2008:140). The sample size will be 100 people. Of the 100 people,
50 of them must be men, and 50 of them must be woman. This is to prevent an
overrepresentation or underrepresentation of either gender, which can affect the accuracy and
reliability of the study (Zikmund & Babin, 2010:419).

Ê Ê    


This step identifies the timing of the sampling, the day of the week and the length of time the
sampling took to complete (Zikmund & Babin, 2010:471). In order to get a proper
representation, it is important to conduct the sampling at various times of the day and at
different days of the week, in order to not over or under represent one group of individuals of the
population (Zikmund & Babin, 2010:471). Sampling should take place in the afternoon, around
lunchtime 12:00pm on a weekday, in the evening, around 17:00 on the weekend, and once
more on the weekend in the around lunchtime 12:00pm. These times should ensure that the
samples are fully representative of the target population, and that no people are being excluded.

Ê  


A fieldworker is the person is gathering the data in the field (Zikmund & Babin, 2010:471). The
fieldworker will make the initial contact and secure the interview (Zikmund & Babin, 2010:471).
The fieldworkers in will make use of personal interview in order to gather data on the Castle Lite
brand.

In conclusion, if the above process were to be followed correctly, the researchers will have a
successful sampling project.


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