Marketing Research
Professor Dr. Ramadan Gharbia
Delta university
Sampling errors
Professor Dr. Ramadan Gharbia
Delta university
OUTLINE OF PRESENTATION
SAMPLING TERMINOLOGY
NEED OF SAMPLING
SAMPLING PROCESS
SAMPLING TYPES & TECHNIQUES
SAMPLING ERRORS
SAMPLING TERMINOLOGY
Sample: Sample is a subset of population, selected in such a way that it
is representative of the larger population.
Population: any complete group of entities that share some common set
of characteristics.
Population element: an individual member of a population.
Sampling frame: a list of Population from which a sample is selected.
– Example: student email list, membership list.
SAMPLING TERMINOLOGY
Sampling unit: is the unit ofselection.
Sample size:the number of units orsubjects sampled for inclusion in the study is called sample size
Sampling technique:Method of selecting sampling units from sampling frame.
SAMPLING PROCESS
Sampling is the process of selecting observations sample) from a
population to provide an adequate description and inferences of the population.
NEED OF SAMPLING
Sampling a valid alternative to a census when :
- A survey of the entire population is impracticable
- Budget constraints restrict data collection
- Time constraints restrict data collection
- Results from data collection are needed quickly
TYPES OF SAMPLING
PROBABILITY SAMPLING NON - PROBABILITY SAMPLING
( RANDOM SAMPLING ) ( NON - RANDOM SAMPLING)
Simple Random Sampling Quota Sampling
Systematic Random Purposive/ Judgmental
Sampling
Stratified Random Sampling
Sampling Snowball/ Network
Cluster Random Sampling Sampling
Multistage Random Convenience/ Grab
Sampling
Sampling
ERRORS ASSOCIATED WITH SAMPLING
NON - SAMPLE ERRORS
- (SYSTEMATIC ERRORS)
Results from some imperfect aspect of the research design such as mistakes in sample
selection, sampling frame error, or non–responses.
- Errors not due to chance fluctuations, but due to errors resulting from the research
ERRORS ASSOCIATED WITH SAMPLING
SAMPLE ERRORS
- Error caused by the act of taking a sample sample results to be different
from the results of real population (census) Expressed as “standard error”
- We have no control over
- Sample error depends upon:
• Size of the sample (larger size lesser error)
Distribution of character of interest in populatio
SAMPLING ERRORS
- SAMPLING ERROR: is incurred when the statistical characteristics of a
population are estimated from a subset, or sample, of that population.
- For example, if one measures the height of a thousand individuals from a
country of one million, the average height of the thousand is typically not the
same as the average height of all one million people in the country.
TYPES OF SAMPLING ERRORS
- Random Sampling Error:- Random error is a pattern of errors that
tend to cancel one another out so that the overall result still
accurately reflects the true value. Every sample design will generate
a certain amount of random error.
- Bias Sampling Error:- Bias, on the other hand, is more serious
because the pattern of errors is loaded in one direction or another
and therefore do not balance each other out, producing a true
distortion.
THANK YOU
Thank you all and
best of luck
