Professional Documents
Culture Documents
Basics of sampling I
A sample is a part of a whole to show what the rest is like. Sampling helps to determine the corresponding value of the population and plays a vital role in marketing research. Samples offer many benefits: Save costs: Less expensive to study the sample than the population. Save time: Less time needed to study the sample than the population . Accuracy: Since sampling is done with care and studies are conducted by skilled and qualified interviewers, the results are expected to be accurate. Destructive nature of elements: For some elements, sampling is the way to test, since tests destroy the element itself.
Basics of sampling II
Limitations of Sampling
Demands more rigid control in undertaking sample operation. Minority and smallness in number of sub-groups often render study to be suspected. Accuracy level may be affected when data is subjected to weighing. Sample results are good approximations at best.
Sampling Process
Defining the population Developing a sampling Frame
Non-Probability Sampling
Every element in the universe [sampling frame] does not have equal probability of being chosen in the sample. Operationally convenient and simple in theory.
Results may not be generalized.
Probability sampling
Four types of probability sampling
Appropriate for homogeneous population
Simple random sampling
Requires the use of a random number table.
Systematic sampling
Requires the sample frame only, No random number table is necessary
Cluster sampling
Use of random number table may be necessary
Non-probability sampling
Four types of non-probability sampling techniques
Very simple types, based on subjective criteria
Convenient sampling Judgmental sampling
Special type
Snowball Sampling
1 2 3 4 5
6 7 8 9 10 11 12 13 14 15
37 50 99 70 18
65 83 58 54 56 34 02 43 92 67
75 91 14 72 46
76 76 90 74 81 99 26 04 56 42
10 56 23 01 06
34 95 07 67 92 06 92 25 51 43
49 41 50 00 49
11 25 84 11 73 21 27 36 22 26
98 52 21 33 47
33 70 20 15 40 22 95 00 11 20
66 82 01 25 32
60 60 98 78 07
03 86 34 80 98 44 22 22 98 11 57 96 27 10 27 16 03 25 79 07 80 54 55 41 19 16 23 58 03 78 47 43 58 08 75 29 63 66 89 09
95 13 57 21 20 03 32 93 96 05 53 52 36 43 26 72 11 65 14 63 06 87 10 11 57 78 38 71 22 86 28 49 83 74 48 14 01 93 17 51
45 35 12 77 22
51 82 42 02 59
83 34 15 88 35
78 84 46 54 15
53 47 15 15 97
76 99 34 51 46
86 01 03 02 74
45 02 61 78 09
23 36 68 55 30
26 64 44 76 75
51 08 56 67 80
45 00 01 76 64
38 22 32 85 26 37 00 62 27 74 46 02 61 59 81 87 59 38 18 30 95 38 36 78 23 20 19 65 48 50 45 73 80 02 61 31 10 06 72 39 02 00 47 06 98 06 86 88 77 86 59 57 66 13 82 33 97 21 31 61 60 84 18 68 48 85 00 00 48 35 48 57 63 38 84
Step 1: Assign all the 100 members of the population a unique number.You may identify each element by assigning a two-digit number. Assign 01 to the first name on the list, and 00 to the last name. If this is done, then the task of selecting the sample will be easier as you would be able to use a 2-digit random number table.
NAME NUMBER NAME NUMBER
Adam, Tan Carrol, Chan . Jerry Lewis . Lim Chin Nam . Singh, Arun
01 08 18 26 30
Tan Teck Wah Tay Thiam Soon .. Teo Tai Meng . Yeo Teck Lan Zailani bt Samat
42 61 87 99 00
Systematic sampling
Very similar to simple random sampling with one exception. In systematic sampling only one random number is needed throughout the entire sampling process. To use systematic sampling, a researcher needs: [i] a sampling frame of the population; and is needed. [ii] a skip interval calculated as follows: Skip interval = population list size Sample size Names are selected using the skip interval. If a researcher were to select a sample of 1000 people using the local telephone directory containing 215,000 listings as the sampling frame, skip interval is [215,000/1000], or 215. The researcher can select every 215th name of the entire directory [sampling frame], and select his sample.
Stratified sampling I
A three-stage process:
Step 1- Divide the population into homogeneous, mutually exclusive and collectively exhaustive subgroups or strata using some stratification variable; Step 2- Select an independent simple random sample from each stratum. Step 3- Form the final sample by consolidating all sample elements chosen in step 2.
May yield smaller standard errors of estimators than does the simple random sampling. Thus precision can be gained with smaller sample sizes.
Cluster sampling
Is a type of sampling in which clusters or groups of elements are sampled at the same time. Such a procedure is economic, and it retains the characteristics of probability sampling. A two-step-process:
Step 1- Defined population is divided into number of mutually exclusive and collectively exhaustive subgroups or clusters; Step 2- Select an independent simple random sample of clusters. One special type of cluster sampling is called area sampling, where pieces of geographical areas are selected.
Step 2: Select one of the 5 clusters. If cluster 4 is selected, then all its elements (i.e. Club Members with numbers 09, 11, 32, 34, 54, 55, 75, 76, 94, 96, 20, 25, 58, 59, 83, 87, 28, 38, 84, 88) are selected. Step 3: If a two-stage cluster sampling is desired, the researcher may randomly select 4 members from each of the five clusters. In this case, the sample will be different from that shown in step 2 above.
AREA SAMPLING
A common form of cluster sampling where clusters consist of geographic areas, such as districts, housing blocks or townships. Area sampling could be one-stage, two-stage, or multi-stage.
How to Take an Area Sample Using Subdivisions Your company wants to conduct a survey on the expected patronage of its new outlet in a new housing estate. The company wants to use area sampling to select the sample households to be interviewed. The sample may be drawn in the manner outlined below. ___________________________________________________________________________________ Step 1: Determine the geographic area to be surveyed, and identify its subdivisions. Each subdivision cluster should be highly similar to all others. For example, choose ten housing blocks within 2 kilometers of the proposed site [say, Model Town ] for your new retail outlet; assign each a number. Step 2: Decide on the use of one-step or two-step cluster sampling. Assume that you decide to use a two-stage cluster sampling. Step 3: Using random numbers, select the housing blocks to be sampled. Here, you select 4 blocks randomly, say numbers #102, #104, #106, and #108. Step 4: Using some probability method of sample selection, select the households in each of the chosen housing block to be included in the sample. Identify a random starting point (say, apartment no. 103), instruct field workers to drop off the survey at every fifth house (systematic sampling).
Non-probability samples
Convenience sampling
Drawn at the convenience of the researcher. Common in exploratory research. Does not lead to any conclusion.
Judgmental sampling
Sampling based on some judgment, gut-feelings or experience of the researcher. Common in commercial marketing research projects. If inference drawing is not necessary, these samples are quite useful.
Quota sampling
An extension of judgmental sampling. It is something like a two-stage judgmental sampling. Quite difficult to draw.
Snowball sampling
Used in studies involving respondents who are rare to find. To start with, the researcher compiles a short list of sample units from various sources. Each of these respondents are contacted to provide names of other probable respondents.
Quota Sampling
To select a quota sample comprising 3000 persons in country X using three control characteristics: sex, age and level of education. Here, the three control characteristics are considered independently of one another. In order to calculate the desired number of sample elements possessing the various attributes of the specified control characteristics, the distribution pattern of the general population in country X in terms of each control characteristics is examined.
Control Characteristics Gender: .... ................. Age: ......... ................. ................. Population Male...................... Female .................. 20-29 years ........... 30-39 years ........... 40 years & over .... Distribution 50.7% 49.3% 13.4% 53.3% 33.3% Male Female 20-29 years 30-39 years 40 years & over Sample Elements 3000 x 50.7% = 1521 3000 x 49.3% = 1479 3000 x 13.4% = 402 3000 x 52.3% = 1569 3000 x 34.3% = 1029 .
Religion: .. Christianity ........... 76.4% Christianity 3000 x 76.4% = 2292 ................. Islam ..................... 14.8% Islam 3000 x 14.8% = 444 ................. Hinduism .............. 6.6% Hinduism 3000 x 6.6% = 198 ................. Others ................... 2.2% Others 3000 x 2.2% = 66 _________________________________________________________________________________ _
Non-probability sampling
Exploratory
Larger sampling
errors
Larger non-sampling
error
Relatively Longer
High
Time
Budget Needed
Relatively shorter
Low