Chapter 7

Business Research
Methods
Donald Cooper
Pamela Schindler

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 Chapter 7

Sampling Design

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of Elements
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Population

Population Element

Sampling

Census

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 What
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Slide 7 - 2

Accurate: absence of bias

Precise estimate: sampling error

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Typesto of
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Designs
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Probability

Nonprobability

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Steps Master title
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Design
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What is the relevant population?

What are the parameters of interest?
What is the sampling frame?
What is the type of sample?
What size sample is needed?
How much will it cost?

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 Concepts to help understand
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Probability Sampling
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Standard error

Confidence interval

Central limit theorem

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Probability titleDesigns
Sampling style
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Simple random
Systematic
Stratified
Proportionate
Disproportionate
Cluster
Double

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Designing Clustertitle style
Samples
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How homogeneous are the clusters?

Shall we seek equal or unequal clusters?
How large a cluster shall we take?
Shall we use a single-stage or multistage
cluster?
How large a sample is needed?

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Reasons to use
Procedure satisfactorily meets the sampling
objectives
Lower Cost
Limited Time
Not as much human error as selecting a
completely random sample
Total list population not available
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Nonprobability Sampling style
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Convenience Sampling
Purposive Sampling
Judgment Sampling
Quota Sampling
Snowball Sampling

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