SAMPLING

(CH. 11)
 Agenda and objectives
2

 Sampling Procedure
 Population vs. sample
 Review the basic types of sampling
 Distinguish probability samples from
nonprobability samples
 Where we are in the marketing researc
h process:
Stage 4: Sampling and Data Collection
3

Formulate
Problem

Determine Research
Design

Design Data-Collection Method

and Forms

Sampling and Data Collection

Analyze and Interpret

 Example: Are students satisfied with
4
NJTU?
 Who would you survey?

Why not survey all students?



 If some students can represent all students,

surveying them can be enough.

 Who should be included in the sample?

 How should students be chosen?

 Example: Are students satisfied with
5 NJTU?
Student FRES SOP JUNIO SENI NDE TOTAL
Level H. H. OR
2017 7,24 7,35 7,91 9,13 647 32,294
Enrollm 5 6 1 5
ent

 N = number of the population

 n = number of the sample
 To address the question, you plan to ask 20
(200 or 2000) undergraduate students
enrolled in the College of Business.
 What would be N and n?
 Any issues or problems?
 What is a sample?
6
Population vs. Sample

 Population
 Any COMPLETE group
shares some common set
of characteristics
 Census
 complete survey of
an entire population
 Sample
 A portion of the population
(must be representative of
population)
 Population vs. Sample
8

 3 factors that influence sample

representativeness
 Sampling procedure
 Sample size
 Participation (response rate)

 When might you sample the entire

population?
 When your population is very small （ less
than 500 ）
 When you have extensive resources (time
and money)
 Sampling – why?
9

 Sampling
 The process of getting
samples from a population
 Benefits of sampling
 Money
 Time
 Possibility
 Accuracy?
 By studying the sample,
we may generalize results
to the population
 6-Step Procedure for Drawing a Sample
10

Define the Target

Population

Identify the
Sampling Frame

Select a Sampling
Procedure Steps 1~3:
today Steps
4~5: next class
Determine the
Step 6: next
Sample Size
week
Select the Sample Elements

Collect the Data from the

Designed Elements
 Step 1 - Defining Target Populat
11
ion
 ( Target) population
The collection of elements or objects
that possess the information the
researcher is seeking
 Depends on your research question
 Examples: What’s the target population?
12

 RQ: What are the most three preferred

car models of college students in NanJing?
 Target population: all college students in NanJing

 RQ: Which brand(s) of office appliances

do Chinese accounting firms use?
 Target population: all Chinese accounting firms

 RQ: How much do Latino American parents

whose annual income are above $50,000
spend for children’s toys per month?
 Target population: all Latino American parents
whose annual income are above $50,000
 Step 2 – Sampling Frame
13

 Sampling frame
The listing of the elements from which the
actual sample is drawn
 Examples: telephone book, customer list, etc.
 What are the possible problems with telephone book?

 Why?
 Because we do not always know all the
elements in the population
 Step 2 – Sampling Frame
14

 Examples:
 survey method course students: student roster
 NanJing residents: telephone book

 If no such list exists, you have to make

your own list of sampling frame.
 Examples: a list of all restaurants of NJTU
campus, a list of all department stores at
NanJing.
 Practice: What’s the sampling frame
15
?
 Target population: NJTU college student
 Sampling frame: NJTU college student roster
(from NJTU directory?)

 Target population: Italian

restaurants of Chicago
 Sampling frame: a list of all of Italian
restaurants of Chicago (from Yelp list?)

 Target population: grocery stores of

NJTU
 Sampling frame: a list of all grocery stores of NJTU
that customers may go to (from Yelp? Or
 Sampling frame vs. Population
16

 Ideally, a perfect sampling frame should

cover the target population only.

 But realistically, a sampling frame is usually

an estimation of the target population, which
might result in sampling frame bias.

Populati Sampling
on frame
 An example of biased sampling frame
17
…
 In 1936, Literary Digest conducted a postcard
US Presidential election poll
 Sample size: 10 million Americans (2 million
returned)
 Sampling based on telephone books and
automobile registrations

 Survey result: Alf Landon (R) > Franklin

Roosevelt (D)

 Election result: Alf Landon (R) <

Franklin Roosevelt (D)

 What was the problem?

 Step 3 – Select sampling proced
18
ure
Define the Target
Population

Identify the
Sampling Frame

Select a Sampling
Procedure Probability Samples
• Simple Random
Nonprobability
sampling
Samples • Stratified sampling
• Convenience Samples
• Proportionate
• Judgment Samples
• Disproportionate
• Quota Samples
• Cluster sampling
• Snowball samples
• Systematic
• Area
 Non-probability versus probability sampl
1 ing
9

Nonprobability sampling Probability sampling

Probability of being  Probability of

chosen unknown, being chosen
including zero known with
chance of being
nonzero chance
included
 Planned and
 Cheaper,
convenient but systematic
researcher’s bias approach, less
and lack of bias with more
representativenes
Whether generalizability
each element in the sample has a
s
known, nonzero
chance of being selected or not
 Non-probability sampling
20

 Convenience
sampling

 Judgment
sampling

 Quota
sampling

 Snowball
 Non-probability
21
sampling:
Convenience
 Convenience sampling
sampling
 Attempts to obtain a sample of convenient
elements
 Respondents were selected because they
happen to be in the “right place at the right
time”
 Volunteer to participate…

 Examples
 Mall interception
 Department stores use charge account lists
 “People on the street” interview
 Friends of researchers
 Example of convenience sampling
22

On a 6:00pm broadcast, a local TV

station posed the following question
to its viewers:
"Do you think the drinking age in New
York should be lowered from 21 to 18?"

Almost 4,000 people called in that night

and 78% were in favor of lowering the
age requirement.

Conclusi
on?
Problem
 Non-probability
sampling: Judgment
sampling
23

 Judgment sampling
 An experienced individual selects the sample
based on his experience about appropriate
characteristics required of the sample
member
 researcher uses judgment to decide elements
to sample

 Examples
 Expert witness
 Purchase engineers selected in industrial
marketing research
 Non-probability
24
sampling: Quota
sampling
 Quota sampling
 researcher ensures that proportion possessing a
certain characteristic is approximately the same
as the proportion in the population
 Two stages: 1st stage, figure out quotas of population
elements.
 2nd stage: sample elements based on convenience or judgment
Populati Sample
on composit
Control composit ion
Characteri ion
Percenta Percenta Numb
stic Sex ge ge er
Male 4 4 48
Fema 8 8 0
le 5 5 52
10
2 10
2 100
0
0 0 0
 Non-probability
2
sampling: Snowball
5
sampling
 An initial group of respondents is
selected, usually at random

 After being interviewed, these

respondents are asked to identify
others who belong to the target
population of interest

 Subsequent respondents are

selected based on the referrals.
 Types of Probability Sampling
26

 Simple Random
Sampling

 Stratified
Sampling
 Proportionate Sample
 Disproportionate
Sample

 Cluster
Sampling
 Systematic Sampling
 Area Cluster Sampling
 Probability
27
Sampling: Simple
Random

Sampling
Simple random sampling - Using sampling
procedures so that each element has equal
chance of being selected in the sample
 Examples
 Table of random numbers

 Computer generated random numbers

 Random digit dialing

•This is a basic method of other probability sampling,

But it can not be widely used, it’s difficult to obtain a
complete, current, and accurate list of the population's
elements.
Example: Are students satisfied with
NJTU?
 Who would you survey?
 All of NJTU students

 Sampling frame:
 NJTU student directory

 Who to be included in the

sample?
 Population: 45,000
 Sample: 450
 By simple random sampling
 Example - Simple Random Sampling
2
9
 Probability
Sampling:
31
Stratified
Stratified Sampling
Sampling


 Divide population into mutually exclusive

and exhaustive subsets (a.k.a. strata)
 A simple random sample of
elements is chosen independently
from each strata
 Guarantees representation of
Marketing Research - University of
small/rare segments
Illinois
 Probability
32
Sampling:
Stratified
 Types of stratified sampling:
Sampling
 Proportionate: # of respondents sampled
from each stratum reflects number of
persons in each stratum in population
 Disproportionate: Sample sizes of strata
reflect relative
variability in each stratum in population
 e.g., if expect more individual differences in male
respondents than in females, sample more males to
try to pin down estimates and increase precision
(std.error=var/n)
 Stratified Sampling
Revisit Example: Are students satisfied
with NJTU?
3
3
Student Level FRESH. SOPH. JUNIOR SENIOR NDEG TOTA
L
2015 7,24 7,35 7,91 9,13 64 UGR
Enrollm 5 6 1 5 7 32,2
ent 94

Student
roster

Fresh Sophom Juni Seni Nondegr

men ore or or ee

Rando Rando Rando Rando Rando

m m m m m
sampli sampli sampli sampli sampli
ng ng ng ng ng
 Stratified Sampling – Proportional
3
4
Student FRES SOP JUNIOR SENI NDEG TOTA
Level H. H. OR L
2017 7,24 7,35 7,91 9,13 64 UGR
Enrollm 5 6 1 5 7 32,2
ent (22 (22 (25 (28 (2 94
%) %) %) %) %) (100
Sample %)
Size
(n=100)

Fresh Sophom Juni Seni Nondegr

men ore or or ee

2 2 2 2 2
2 2 5 5
 Stratified Sampling – Disproportion
3
5
al
Student FRES SOP JUNIOR SENI NDEG TOTA
Level H. H. OR L
2013 7,24 7,35 7,91 9,13 64 UGR
Enrollm 5 6 1 5 7 32,2
ent (22 (22 (25 (28 (2 94
%) %) %) %) %) (100
Sample %)
Size
(n=100)

Fresh Sophom Juni Seni Nondegr

men ore or or ee

1 2 2 3 6
8 0 3 3
 Why Use Disproportional?
36

 Why use disproportional?

 If we expect more variance (spread, within-
strata difference) in a particular group?
 If a particular strata is small? (std. error)
7 Satisfac
6.
6 2 tion
5. 5.
5 5 5
5
4.
4 2

3
2
1
Freshm Sophom Juni Seni ND
 Probability
37
sampling:
Cluster

sampling
Divide population into subsets
called clusters
 Randomly select a few subsets
 (Area) Cluster Sampling
Section 1 Section 2

Section 3

Section 5

Section 4
 Multi-stage (Area) Cluster Sampling
3
9

Northe Midwe
ast st

Iow India Illino

a na is

Lak Coo Will Champai Kan

e k Coun gn e
Coun Coun ty County Coun
ty ty ty
 Cluster sampling
4
0

 Clusters should be heterogeneous

within and homogeneous across. Ideally,
each cluster should be a small-scale
representation of the population.
 Advantage: Economically efficient
 Disadvantage: Statistically inefficient
 Difference between cluster and stratified
sampling?
 Stratification vs. Clustering
4
1

Stratification
Stratification Clustering

• Divide population • Divide population

into groups different into comparable
from each other: groups: schools,
sexes, races, ages cities
• Sample • Randomly sample
randomly from some of the groups
each group • More error
• Less error compared to simple
compared to random
simple random • Reduces costs to
sample only some
areas or
 Example – Cluster sampling
42

 Cluster sampling
 Cluster all NJTU students by
departments
 Randomly sample from each
department
 Systematic Random Sampling
43

 An easy cluster sample

 A random sampling process in which every
kth (e.g. every 5th element) or member of the
population is selected for the sample after a
random start is determined
 Population (N) = 2000, sample size (n) =
50, k=N/n, so k = 2000/50 = 40
 With list of the 2000 subjects in the sampling
frame, go to the starting point, and select every
40th name on the list until the sample size is
reached.
 intercept shoppers as probability sampling
 Systematic Random Sampling – every 5th s
4 hopper
4
Example: Are students satisfied with NJTU
?
 Who would you survey?
 All of NJTU students

 Sampling frame:
 NJTU student directory

 Who to be included in the

sample?
 Population: 45,000
 Sample: 450
 By the systematic random
sampling
 Example – systematic random sam
46
pling
 K = 45,000/450 = 100
 A random start
 Choose Every 100th student from the
NJTU student directory
 Which Sampling Method to Use
4
7

Cost/ease Statistical efficiency


NonprobabilitySampling
 very low very poor
Convenience
 Judgment
slightly more very poor
slightly more very poor
 Quota
slightly more very poor
 Snowball
 Probability Sampling
 SRS moderate fair
costly can be very good
 Stratified
less than fair to good
 Cluster stratified
 Sampling in Practice
48

 Often a non-random selection of

basic sampling frame (city,
organization etc.)
 Fit between sampling frame and
research goals must be evaluated
 Sampling frame as a concept is
relevant to all kinds of research
(including nonprobability)
 Nonprobability sampling means
you cannot generalize beyond the
sample
 Probability sampling means you can
 Revisit Example:
49
Are students satisfied with
NJTU?
 Who would you survey?

 Why not survey all students?

 If some students can represent all

students, surveying them can be enough.

 Who should be included in the sample?

 How should students be chosen?

 Stratified Sampling
Revisit Example: Are students satisfied
with NJTU?
5
0
Student FRES SOP JUNIOR SENI NDEG TOTA
Level H. H. OR L
2015 7,24 7,35 7,91 9,13 64 UGR
Enrollm 5 6 1 5 7 32,2
ent 94

Stude
nt
Rost
er

Fre Sop Juni Seni NDE

sh h. or or G

Rando Rando Rando Rando Rando

m m m m m
sampli sampli sampli sampli sampli
1. Bed and breakfast inn

The owners of a popular bed and breakfast inn in Kauai, Hawaii, noticed a decli
ne in the number of tourists and length of stay during the past 3 years. An over
view of industry trends indicated that the overall tourist trade was expanding a
nd growing rapidly. The managers decided to conduct a study to determine pe
ople’s attitudes toward the particular activities that were available at and arou
nd the inn. Because they wanted to cause the minimum amount of inconvenie
nce to their guests, the owners devised the following plan. Interview request c
ards, which were available at the Chamber of Commerce office, the Visitor Info
rmation Center, and three of the more popular restaurants, indicated the natur
e of the study and encouraged visitors to participate. Visitors were asked to re
port to a separate room at either the Chamber of Commerce office or the Visit
or Information Center. Personal interviews, lasting 20 minutes, were conducte
d at these locations.

50
1. Bed and breakfast inn

a. What type of sampling method was used?

b. Critically evaluate the method used.

51
 1. Bed and breakfast inn

The owners of a popular bed and breakfast inn in Kauai, Hawaii, noticed a decli
ne in the number of tourists and length of stay during the past 3 years. An over
view of industry trends indicated that the overall tourist trade was expanding a
nd growing rapidly. The managers decided to conduct a study to determine pe
ople’s attitudes toward the particular activities that were available at and aro
und the inn. Because they wanted to cause the minimum amount of inconveni
ence to their guests, the owners devised the following plan. Interview request
cards, which were available at the Chamber of Commerce office, the Visitor Inf
ormation Center, and three of the more popular restaurants, indicated the nat
ure of the study and encouraged visitors to participate. Visitors were asked to
report to a separate room at either the Chamber of Commerce office or the Vi
sitor Information Center. Personal interviews, lasting 20 minutes, were conduc
ted at these locations.

52
 1. Bed and breakfast inn

a. What type of sampling method was used?

volunteers were asked to come forward
convenience sampling
b. Critically evaluate the method used.
Convenience samples may or may not be representative.
Volunteers = helpful and kind; might provide a biased or favorable view
Alternative: a random sample
nonresponse bias
Alternative:
randomly select the local attractions or eating establishments
and attempt to conduct personal interviews with the visitors

53
 Summary
51

 Sampling Procedure
 Population vs. sample
 Basic types of sampling
 Probability samples vs.
nonprobability samples