MODULE 4B POPULATION AND SAMPLING

OBJECTIVES

1. To differentiate between population and sampling.

2. To decide the respondents for the study.
3. To discuss whether to use sampling or not in the proposal and provide justifications for
doing so.

MODULE OUTLINE

What is the ‘population’ in advertising/market research?

Definition: Population in research is a complete set of elements that possess a standard

parameter between them.

We are all aware of what the word ‘population’ means in our everyday life. Frequently it is used
to describe the human population or the total number of people living in a geographic area of
our country or state.

The ‘population’ in research doesn’t necessarily have to be human. It can be any parameter of
data that possesses a common trait.

Example: The total number of ‘Pet’ Stores on Sunset Boulevard in Los Angeles, California.

What is a sample in advertising/market research?

Definition: A sample is a smaller part of the whole, i.e., a subset of the entire population. It is
representative of the population in a study. When conducting surveys, the sample is the
members of the population who are invited to participate in the survey. Hence said, a sample is
a subgroup or subset within the population. This sample can be studied to investigate the
characteristics or behavior of the entire population data.
Samples of data are created using various research methods like probability sampling and non-
probability sampling. Sampling methods vary according to research types, based on the kind of
inquiry and the quality of information required.

Example: A cat food company would like to know all the pet stores where it can sell its canned
fish. The company has population data on the total number of pet stores on Sunset Boulevard.

This pet food manufacturer can now create an online research sample by only selecting the pet
stores that sell cat food. The data characteristics are studied. The results are displayed in
statistics and reports analyzed for business insights. Using data from the sample, the company
can uncover ways to grow its business into the total population of pet stores.

Market research wouldn’t be possible without sampling, as it’s impossible to access every
customer, whether current or future. Market researchers rely on various sampling techniques
and methods to try and capture as wide range as possible the various types of customers a
client is hoping to glean feedback from. Now, you may be thinking that all sampling is bunk,
especially given the predictions and outcomes of both the Brexit vote and the recent U.S.
Presidential election. Keep in mind that polling is different than sampling, and when market
research is being carried out, more than simple questions are being asked of its sample
population.

InterQ works closely with its clients to understand their objectives and then create sampling
groups appropriate to the objective. We find that the best, most beneficial feedback is gleaned
through a combination of qualitative AND quantitative research. Sampling methods are crucial
to the quality of research, which is one of the reasons why this is better left to neutral,
professional organizations, rather than done “in-house.” Choosing the right sampling technique
is important so that data isn’t skewed or biased. Let’s explore sampling in more detail.

Sampling methodologies can be boiled down into two groups: probability and non-probability.

Probability (random) sampling methods allow all members of a target population to be included
in the sample and isn’t encumbered by previous events in the selection process. Put another
way, the selection of individuals for a sample group doesn’t affect the chance of anyone else in
the targeted population to be selected. So how does a market research company go about
selecting people to be included in a study? There are a number of random sampling techniques
that market researches can employ, but four types of commonly used techniques include:
Simple Random Sampling, Systematic Sampling, Cluster Sampling and Stratified Sampling.

Simple Random Sampling—The most commonly used sampling technique, and truly random,
this method randomly selects individuals from a list of the population, with every individual
having an equal chance at being selected.
Systematic Sampling—Rather than randomly selecting individuals from a population, this
method is based on a system of selecting participants. For example, a market researcher may
select from a list of the population every 20th person. While this allows for a controlled way to
select from a target population, it may be skewed depending on how the original list is
structured or organized.
Cluster Sampling—Cluster sampling is a variation on Simple Random Sampling and is often
used with larger populations and across a broader geographic region. Typically, a population is
segregated into clusters and then participants are randomly selected from these groups.
Stratified Sampling—This method is a conflation of Simple Random and Systematic Sampling
and is often used when there are a multitude of unique subgroups that require full, randomized
representation across the sampling population.

Non-probability sampling methods are less desirable and often contain sampling biases. So why
would anyone choose this methodology? Budget and lack of access to a full population list are
often the reason. If a researcher must go with a non-probability sampling method, he/she must
be very careful when drawing conclusions, as the population is not randomized and biases
inherent.

Most organizations hoping to learn more about their target populations understand that
hiring third-party market research companies that are well-versed in understanding and
selecting sampling populations based on the methodologies outlined above is money well spent.
Market research, when done properly, is often the difference between good and great
outcomes.
 How to choose high-quality samples:

Although we make sure that all the members of a population have an equal chance to be
included in the sample, it does not mean that the samples derived from a particular population
and satisfying the criterion will be alike. They will still vary from one another. This variation can
be slight or substantial.

For example, a set of samples of healthy people’s body temperature will show a very less
difference. But the difference in these people’s systolic blood pressure would be sizeable.

It is also observed that the accuracy of the data depends on the size of the sample. The
accuracy is much lesser with a smaller sample size compared to using a larger sample for the
study. Thus, if two, three or more samples are derived from a population, the bigger they are,
the more they tend to resemble each other.

Population vs Sample – top seven reasons to choose a sample from a given population

Sampling is a must to conduct any research study. Here are the top seven reasons to use a
sample:

• Practicality: In most cases, a population can be too large to collect accurate data – which is
not practical. Samples offer a representation of the whole population if sampled accordingly.
Samples allow researchers to collect data that can be analyzed to provide insights into the
entire population.
• It offers urgent data: When it comes to research, the amount of time available can be a
defining factor for a study. A sample provides a smaller set of the population for review, that
delivers data that is useful to represent the whole population. Surveying a smaller sample, as
opposed to the entire population, can save precious time for researchers and offer urgent
data.
• Cost-effective: The cost of conducting research is often a parameter for the study.
Researchers must do the best with the resources they have at hand, to carry out a survey
and gain accurate insights. Surveying a representative sample of a population is cost-
effective as it requires fewer resources – like computers, researchers, interviewers, servers,
and data collection centers.
 • Accuracy of representation: Depending on the method of sampling, research conducted on a
sample can be accurate with lesser non-response bias, than if performed by the census. A
sample that is selected using the non-probability method is an accurate representation of the
population. This data collected can be used to gather insight into the whole community.
• Inferential statistics: Inferential statistics is a process by which representative data is used to
infer insights about the entire population. Data collected from a sample represents the whole
population. Inferential statistics can only be obtained using data samples.
• At times, a sample is more accurate than a census: A census of an entire population does not
always offer accurate data due to errors such as inconsistency in responses, or non-response
bias. A carefully obtained sample, however, does away with this bias and provides more
accurate data – that adequately represents the population.
• Manageable: Sometimes, collecting an entire population of data is near impossible as some
populations are too challenging to come by. In this case, a sample can be used to represent
the study as it is feasible, manageable, and accessible.

Select your respondents

Population vs Sample – What is the difference?

Usually, a sample of the population is used in research, as it is easier and cost-effective to

process a smaller subset of the population rather than the entire group.

In this table, we can take a closer look at the difference between sample and population:

Population Sample

The measurable characteristic of the population like the The measurable characteristic of the sample is
mean or standard deviation is known as the parameter. called a statistic.

The sample is a subset of the population that is

Population data is a whole and complete set.
derived using sampling.
A survey done of an entire population is accurate and
A survey done using a sample of the population
more precise with no margin of error except human
bears accurate results, only after further factoring
inaccuracy in responses. However, this may not be
the margin of error and confidence interval.
possible always.

The statistic is the descriptive component of the

The parameter of the population is a numerical or
sample found by using sample mean or sample
measurable element that defines the system of the set.
proportion.

Although Population and Sample are two different terms, they both are related to each other.
The population is used to draw samples. To make statistical inferences about the population is
the primary purpose of the sample. Without the population, samples can’t exist. The better the
quality of the sample, the higher the level of accuracy of generalization.

What is sample size?

Sample size is a frequently-used term in statistics and market research, and one that inevitably
comes up whenever you’re surveying a large population of respondents. It relates to the way
research is conducted on large populations.

So what is sampling, and why does sample size matter?

When you survey a large population of respondents, you’re interested in the entire group, but
it’s not realistically possible to get answers or results from absolutely everyone. So you take a
random sample of individuals which represents the population as a whole.

The size of the sample is very important for getting accurate, statistically significant results and
running your study successfully.

• If your sample is too small, you may include a disproportionate number of individuals
which are outliers and anomalies. These skew the results and you don’t get a fair picture
of the whole population.
 • If the sample is too big, the whole study becomes complex, expensive and time-
consuming to run, and although the results are more accurate, the benefits don’t
outweigh the costs.

If you’ve already worked out your variables you can get to the right sample size quickly with
the online sample size calculator below:

Confidence Level:
95%

Population Size:
10000

Margin of Error:
5%

Ideal Sample Size:

If you want to start from scratch in determining the right sample size for your market research,
let us walk you through the steps.

Learn how to determine sample size

To choose the correct sample size, you need to consider a few different factors that affect your
research, and gain a basic understanding of the statistics involved. You’ll then be able to use a
sample size formula to bring everything together and sample confidently, knowing that there is a
high probability that your survey is statistically accurate.

The steps that follow are suitable for finding a sample size for continuous data – i.e. data that is
counted numerically. It doesn’t apply to categorical data – i.e. put into categories like green,
blue, male, female etc.
Stage 1: Consider your sample size variables

Before you can calculate a sample size, you need to determine a few things about the target
population and the level of accuracy you need:

1. Population size

How many people are you talking about in total? To find this out, you need to be clear about
who does and doesn’t fit into your group. For example, if you want to know about dog owners,
you’ll include everyone who has at some point owned at least one dog. (You may include or
exclude those who owned a dog in the past, depending on your research goals.) Don’t worry if
you’re unable to calculate the exact number. It’s common to have an unknown number or an
estimated range.

2. Margin of error (confidence interval)

Errors are inevitable – the question is how much error you’ll allow. The margin of error, AKA
confidence interval, is expressed in terms of mean numbers. You can set how much difference
you’ll allow between the mean number of your sample and the mean number of your population.
If you’ve ever seen a political poll on the news, you’ve seen a confidence interval and how it’s
expressed. It will look something like this: “68% of voters said yes to Proposition Z, with a
margin of error of +/- 5%.”

3. Confidence level

This is a separate step to the similarly-named confidence interval in step 2. It deals with how
confident you want to be that the actual mean falls within your margin of error. The most
common confidence intervals are 90% confident, 95% confident, and 99% confident.

4. Standard deviation
This step asks you to estimate how much the responses you receive will vary from each other
and from the mean number. A low standard deviation means that all the values will be clustered
around the mean number, whereas a high standard deviation means they are spread out across
a much wider range with very small and very large outlying figures. Since you haven’t yet run
your survey, a safe choice is a standard deviation of .5 which will help make sure your sample
size is large enough.

Stage 2: Calculate sample size

Now that you’ve got answers for steps 1 – 4, you’re ready to calculate the sample size you
need. This can be done using an online sample size calculator or with paper and pencil.

5. Find your Z-score

Next, you need to turn your confidence level into a Z-score. Here are the Z-scores for the most
common confidence levels:

• 90% – Z Score = 1.645

• 95% – Z Score = 1.96

• 99% – Z Score = 2.576

If you chose a different confidence level, use this Z-score table (a resource owned and hosted
by SJSU.edu) to find your score.

6. Use the sample size formula

Plug in your Z-score, standard of deviation, and confidence interval into the sample size
calculator or use this sample size formula to work it out yourself:
This equation is for an unknown population size or a very large population size. If your
population is smaller and known, just use the sample size calculator.

What does that look like in practice?

Here’s a worked example, assuming you chose a 95% confidence level, .5 standard deviation,
and a margin of error (confidence interval) of +/- 5%.

((1.96)2 x .5(.5)) / (.05)2

(3.8416 x .25) / .0025

.9604 / .0025

384.16

385 respondents are needed

Voila! You’ve just determined your sample size.

Troubleshooting your sample size results

If the sample size is too big to manage, you can adjust the results by either
 • decreasing your confidence level

• increasing your margin of error

This will increase the chance for error in your sampling, but it can greatly decrease the number
of responses you need.

REFERENCES

https://www.questionpro.com/blog/population-vs-sample/

https://interq-research.com/sampling-in-market-research/

TEACHING AND LEARNING ACTIVITY

This is an exercise in determining which is favorable to use in advertising research, population or

sample. In relation to this, study research design very well because it is in your selection of a research
design, whether quantitative or qualitative, that you can determine the use of sampling.

ASSESSMENT TASK

1.Are you going to use sampling in your study? If yes, explain the specific sampling procedure to use and
how you will get your sample size. If no, justify your answer. Type your answer in a short sized layout,
APA format.