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Sampling:
Design and Procedures
1) Overview
2) Sample or Census
3) The Sampling Design Process
i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process
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Chapter Outline
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Sample Vs. Census
Table 11.1
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The Sampling Design Process
Fig. 11.1
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Define the Target Population
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Define the Sampling Frame
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Define the Target Population
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Execute the Sampling Process
• sampling frame,
• sampling unit,
• sampling technique,
…are to be implemented
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Sample Sizes Used in Marketing
Research Studies
Table 11.2
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Classification of Sampling Techniques
Fig. 11.2
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
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A Graphical Illustration of Convenience
Sampling
Fig. 11.3
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A B C D E
Group D happens to
1 6 11 21
assemble at a
16
convenient time and
place. So all the
2 7 12 17 22 elements in this
Group are selected.
The resulting sample
3 8 13 18 23
consists of elements
16, 17, 18, 19 and 20.
4 9 14 24
Note, no elements are
19
selected from group
A, B, C and E.
5 10 15 20 25
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Judgmental Sampling
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Graphical Illustration of Judgmental
Sampling
Fig. 11.3
A B C D E
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
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A Graphical Illustration of Quota Sampling
Fig. 11.3
A B C D E
A quota of one
1 11 16 21
element from each
6
group, A to E, is
imposed. Within each
2 7 12 17
group, one element is
22
selected based on
judgment or
3 8 13 18 23 convenience. The
resulting sample
consists of elements 3,
4 9 14 19 24 6, 13, 20 and 22. Note,
one element is
selected from each
5 10 15 20 25 column or group.
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Snowball Sampling
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A Graphical Illustration of Snowball Sampling
Random Selection
Fig. 11.3
Referrals
A B C D E
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A Graphical Illustration of
Simple Random Sampling
Fig. 11.4
A B C D E
1 6 11 16 21 Select five
random numbers
from 1 to 25. The
2 7 12 17 22
resulting sample
consists of
3 8 13 18 23 population
elements 3, 7, 9,
16, and 24. Note,
4 9 14 19 24
there is no
element from
5 10 15 20 25 Group C.
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Systematic Sampling
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Systematic Sampling
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A Graphical Illustration of
Systematic Sampling
Fig. 11.4
A B C D E
Select a random
1 6 11 16 21
number between 1
and 5, say 2.
The resulting sample
2 7 12 17 22
consists of
population 2,
3 8 13 18 23 (2+5=) 7, (2+5x2=) 12,
(2+5x3=)17, and
(2+5x4=) 22. Note, all
4 9 14 19 24
the elements are
selected from a
5 10 15 20 25 single row.
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Stratified Sampling
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Stratified Sampling
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A Graphical Illustration of
Stratified Sampling
Fig. 11.4
A B C D E
1 6 11 16
Randomly select a
21
number from 1 to 5
for each stratum, A to
2 7 12 17 22 E. The resulting
sample consists of
3 8 18 23
population elements
13
4, 7, 13, 19 and 21.
Note, one element
4 9 14 19 24 is selected from each
column.
5 10 15 20 25
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Cluster Sampling
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Cluster Sampling
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A Graphical Illustration of
Cluster Sampling (2-Stage)
Fig. 11.4
A B C D E
Randomly select 3
1 6 11 16 21 clusters, B, D and E.
Within each cluster,
2 12 17 22
randomly select one
7
or two elements. The
resulting sample
3 8 13 18 23 consists of
population elements
7, 18, 20, 21, and 23.
4 9 14 19 24
Note, no elements are
selected from
5 10 15 20 25 clusters A and C.
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Types of Cluster Sampling
Fig 11.5
Cluster Sampling
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Difference Between Stratified and Cluster
Sampling
Table 11.3
Factor Stratified Sampling Cluster Sampling
(One-Stage)
Objective Increase precision Decrease cost
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Strengths and Weaknesses of
Basic Sampling Techniques
Table
11.4
Technique Strengths Weaknesses
Nonprobability Sampling Least expensive, least Selection bias, sample not
Convenience sampling time-consuming, most representative, not recommended for
convenient descriptive or causal research
Judgmental sampling Low cost, convenient, Does not allow generalization,
not time-consuming subjective
Quota sampling Sample can be controlled Selection bias, no assurance of
for certain characteristics representativeness
Snowball sampling Can estimate rare Time-consuming
characteristics
Fig. 11.6
Internet Sampling
Simple Random
Sampling
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Procedures for Drawing
Probability Samples
Systematic
Sampling
Exhibit 11.1, cont.
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Procedures for Drawing
Probability Samples
Stratified
Exhibit 11.1, cont. Sampling
H
nh = n
6. In each stratum, select
h=1 a simple random sample of size nh
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Procedures for Drawing
Probability Samples Cluster
Sampling
Exhibit 11.1, cont.
1. Assign a number from 1 to N to each element in the population.
2. Divide the population into C clusters of which c will be included in
the sample.
3. Calculate the sampling interval i, i=N/c (round to nearest integer).
4. Select a random number r between 1 and i, as explained in simple
random sampling.
5. Identify elements with the following numbers:
r,r+i,r+2i,... r+(c-1)i.
6. Select the clusters that contain the identified elements.
7. Select sampling units within each selected cluster based on SRS
or systematic sampling.
8. Remove clusters exceeding sampling interval i. Calculate new
population size N*, number of clusters to be selected c*= c-1,
and new sampling interval i*.
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Procedures for Drawing Probability Samples
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Choosing Nonprobability Vs. Probability Sampling
Table
11.4
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Tennis' Systematic Sampling
Returns a Smash
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