Marketing Research

Assignment
Submitted by:

Rabia Manzoor (F19BA108)

Eisha Amjad (F19BA109)

Wali Rashid (F19BA111)

Muhammad Ali (F19BA141)

Muhammad Moeez Ilyas (F17BA002)

Submitted to:

Miss Urooj Qamar

 Probability

Probability sampling refers to the selection of a sample from a population, when this
selection is based on the principle of randomization, that is, random selection or chance.
Probability sampling is more complex, more time-consuming and usually more costly than
non-probability sampling.  Probability sampling is a sampling technique in which the
researcher chooses samples from a larger population using a method based on the theory of
probability. For a participant to be considered as a probability sample, he/she must be
selected using a random selection.
Types of Probability:
There are 4 types of probability
Simple random sampling
Stratified random sampling
Random Cluster sampling
Systematic sampling

Simple random sampling

As the name suggests, is an entirely random method of selecting the sample. This sampling
method is as easy as assigning numbers to the individuals (sample) and then randomly
choosing from those numbers through an automated process. Finally, the numbers that are
chosen are the members that are included in the sample. There are two ways in which
researchers choose the samples in this method of sampling: The lottery system and using
number generating software/ random number table. This sampling technique usually works
around a large population and has its fair share of advantages and disadvantages.

Example:

At a birthday party, teams for a game are chosen by putting everyone's name into a jar, and
then choosing the names at random for each team.

Advantages:

 One of the great advantages of simple random sampling method is that it needs only a
minimum knowledge of the study group of population in advance.
 It is free from errors in classification.
 This is suitable for data analysis which includes the use of inferential statistics.
Disadvantages:

 The disadvantage is that it is very difficult to achieve 

 Need for subject specific knowledge.
 changeability of sampling units.
 impossibility of sampling.

Stratified random sampling

Stratified random sampling involves a method where the researcher divides a more extensive
population into smaller groups that usually don’t overlap but represent the entire population.
While sampling, organize these groups and then draw a sample from each group separately.
A standard method is to arrange or classify by sex, age, ethnicity, and similar ways. Splitting
subjects into mutually exclusive groups and then using simple random sampling to choose
members from groups. Members of these groups should be distinct so that every member of
all groups get equal opportunity to be selected using simple probability. This sampling
method is also called “random quota sampling.”

Example:

Age, socioeconomic divisions, nationality, religion, educational achievements and other such

classifications fall under stratified random sampling. Let's consider a situation where a
research team is seeking opinions about religion amongst various age groups.

Advantages

 A stratified sample can provide greater precision than a simple random sample of the
same size.
 Because it provides greater precision, a stratified sample often requires a smaller
sample, which saves money.
 Stratification gives a smaller error in estimation

Disadvantages

 Within the strata there are the same problems as in simple random sampling, and the
strata may overlap if they are not clearly defined.
 Quota sampling does not allow random selection of participants of the research.
Random Cluster sampling
Random Cluster sampling is a way to select participants randomly that are spread out
geographically. For example, if you wanted to choose 100 participants from the entire
population of the U.S., it is likely impossible to get a complete list of everyone. Instead, the
researcher randomly selects areas (i.e., cities or counties) and randomly selects from within
those boundaries. Cluster sampling usually analyses a particular population in which the
sample consists of more than a few elements, for example, city, family, university, etc.
Researchers then select the clusters by dividing the population into various smaller sections.
Example:

An example of single-stage cluster sampling An NGO wants to create a sample of girls across
five neighbouring towns to provide education. Using single-stage sampling, the NGO
randomly selects towns (clusters) to form a sample and extend help to the girls deprived of
education in those towns.
Advantage:
 Easy to implement: Cluster sampling is relatively easy to implement.
 Very efficient: This method of sampling is more cost-effective and time-efficient in
contrast to some other forms of probability sampling, such as simple random
sampling.
 High Reliability.

Disadvantage:
 It is easier to create biased data within cluster sampling. ...
 Sampling errors can be a major problem. ...
 Many clusters are placed based on self-identifying information. ...
 Every cluster may have some overlapping data points

Systematic sampling
Systematic sampling is when you choose every “nth” individual to be a part of the sample.
For example, you can select every 5th person to be in the sample. Systematic sampling is an
extended implementation of the same old probability technique in which each member of the
group is selected at regular periods to form a sample. There’s an equal opportunity for every
member of a population to be selected using this sampling technique.
Example:
As a hypothetical example of systematic sampling, assume that in a population of 10,000
people, a statistician selects every 100th person for sampling. The sampling intervals can also
be systematic, such as choosing a new sample to draw from every 12 hours.

Advantage
 Easy to Execute and Understand.
 Control and Sense of Process.
 Clustered Selection Eliminated.
 Low Risk Factor.

Disadvantage
 This process requires a close approximation of a population. ...
 Some populations can detect the pattern of sampling. ...
 It creates a fractional chance of selection.