Sampling:

Design and Procedures

 11-2

Sample vs. Census

Conditions Favoring the Use of

Type of Study Sample Census

1. Budget Small Large

2. Time available Short Long

3. Population size Large Small

4. Variance in the characteristic Small Large

5. Cost of sampling errors Low High

6. Cost of nonsampling errors High Low

7. Nature of measurement Destructive Nondestructive

8. Attention to individual cases Yes No

 11-3

The Sampling Design Process

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

 11-4

Define the Target Population

The target population is the collection of elements or
objects that possess the information sought by the
researcher and about which inferences are to be
made. The target population should be defined in
terms of elements, sampling units, extent, and time.

 An element is the object about which or from

which the information is desired, e.g., the
respondent.
 A sampling unit is an element, or a unit
containing the element, that is available for
selection at some stage of the sampling process.
 Extent refers to the geographical boundaries.
 Time is the time period under consideration.
 11-5

Define the Target Population

Important qualitative factors in determining the
sample size

 the importance of the decision

 the nature of the research
 the number of variables
 the nature of the analysis
 sample sizes used in similar studies
 incidence rates
 completion rates
 resource constraints
 Sample Sizes Used in Marketing
11-6

Research Studies

Type of Study Minimum Size Typical Range

Problem identification research 500 1,000-2,500

(e.g. market potential)
Problem-solving research (e.g. 200 300-500
pricing)

Product tests 200 300-500

Test marketing studies 200 300-500

TV, radio, or print advertising (per 150 200-300

commercial or ad tested)
Test-market audits 10 stores 10-20 stores

Focus groups 2 groups 4-12 groups

 11-7

Classification of Sampling Techniques

Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques
 11-8

Convenience Sampling
Convenience sampling attempts to obtain a
sample of convenient elements. Often, respondents
are selected because they happen to be in the right
place at the right time.

 use of students, and members of social

organizations
 mall intercept interviews without qualifying the
respondents
 department stores using charge account lists
 “people on the street” interviews
 11-9

Judgmental Sampling
Judgmental sampling is a form of convenience
sampling in which the population elements are
selected based on the judgment of the researcher.

 test markets
 purchase engineers selected in industrial
marketing research
 voting behavior research
 11-10

Quota Sampling
Quota sampling may be viewed as two-stage restricted judgmental
sampling.
 The first stage consists of developing control categories, or quotas,
of population elements.
 In the second stage, sample elements are selected based on
convenience or judgment.

Population Sample
composition composition
Control
Characteristic Percentage Percentage Number
Sex
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
 11-11

Snowball Sampling
In snowball 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.
 11-12

Simple Random Sampling

 Each element in the population has a known and
equal probability of selection.
 Each possible sample of a given size (n) has a known
and equal probability of being the sample actually
selected.
 This implies that every element is selected
independently of every other element.
 11-13

Systematic Sampling
 The sample is chosen by selecting a random starting point and
then picking every ith element in succession from the sampling
frame.
 The sampling interval, i, is determined by dividing the
population size N by the sample size n and rounding to the
nearest integer.
 When the ordering of the elements is related to the
characteristic of interest, systematic sampling increases the
representativeness of the sample.
 If the ordering of the elements produces a cyclical pattern,
systematic sampling may decrease the representativeness of the
sample.
For example, there are 100,000 elements in the population and
a sample of 1,000 is desired. In this case the sampling interval,
i, is 100. A random number between 1 and 100 is selected. If,
for example, this number is 23, the sample consists of elements
23, 123, 223, 323, 423, 523, and so on.
 11-14

Stratified Sampling
 A two-step process in which the population is
partitioned into subpopulations, or strata.
 The strata should be mutually exclusive and
collectively exhaustive in that every population
element should be assigned to one and only one
stratum and no population elements should be
omitted.
 Next, elements are selected from each stratum by a
random procedure, usually SRS.
 A major objective of stratified sampling is to increase
precision without increasing cost.
 11-15

Stratified Sampling
 The elements within a stratum should be as homogeneous as
possible, but the elements in different strata should be as
heterogeneous as possible.
 The stratification variables should also be closely related to the
characteristic of interest.
 Finally, the variables should decrease the cost of the
stratification process by being easy to measure and apply.
 In proportionate stratified sampling, the size of the sample
drawn from each stratum is proportionate to the relative size of
that stratum in the total population.
 In disproportionate stratified sampling, the size of the sample
from each stratum is proportionate to the relative size of that
stratum and to the standard deviation of the distribution of the
characteristic of interest among all the elements in that stratum.
 11-16

Cluster Sampling
 The target population is first divided into mutually exclusive and
collectively exhaustive subpopulations, or clusters.
 Then a random sample of clusters is selected, based on a
probability sampling technique such as SRS.
 For each selected cluster, either all the elements are included in
the sample (one-stage) or a sample of elements is drawn
probabilistically (two-stage).
 Elements within a cluster should be as heterogeneous as
possible, but clusters themselves should be as homogeneous as
possible. Ideally, each cluster should be a small-scale
representation of the population.
 In probability proportionate to size sampling, the clusters
are sampled with probability proportional to size. In the second
stage, the probability of selecting a sampling unit in a selected
cluster varies inversely with the size of the cluster.