SARDAR PATEL UNIVERSITY

P. G DEPARTMENT OFSTATISTICS
 NAME :- HETAL PRAVINBHAI BARIYA,
SAKSHI JAGRUTKUMAR AMIN,
SHIVANI UDAYPALSHINH CHAUHAN
 CLASS :- M.SC ( QPM)
 SUBJECT :- MARKETING RESEARCH
TOPIC :- SAMPLING PROCESS,
TYPES OF SAMPLING,
FINAL AND INTIAL SAMPLE SIZE DETERMATION.
SAMPLE & SAMPLING DESIGN
 DEFINITIONS
• POPULATION :- The Aggregate of all the elements, sharing some common
set of characteristics, that comprises the universe for the purpose of the
marketing research problem.

• CENSUS:- A complete enumeration of the elements of a population or study

object.

• SAMPLE:- A subgroup of the elements of the population selected for

participation in the study.
SAMPLE DESIGNING PROCESS

Define the
target
population

Execute Determine
the the
sampling sampling
process frame

Select a
Determine
sampling
the sample
technique(s
size
)
 So What are these steps???

1. DEFINE TARGET POPULATION :

The collection of elements or objects that posses the information sought by
the researcher and about which inferences are to be made.

2. DETERMINE THE SAMPLING FRAME :

A representation of the elements of the target population.

3. SELECTING A SAMPLING TECHINQUE :

• Bayesian approach
• Sampling with replacement
• Sampling without replacement
4. DETERMINING THE SAMPLE SIZE:
Refers to the number of elements to be included in the study
SOME FACTORS TO BE CONSIDERED ARE:-
A. Importance
B. Nature of research
C. Number of variables
D. Nature of analysis
E. Sample sizes used
F. Incidence/ completion rates
G. Resource constraints

5. EXECUTE THE SAMPLING PROCESS:

• Detailed specification are required for every stage
• procedures should be specified for each stage and on how to conduct the data collection
 A CLASSIFICATION OF INTERNET SAMPLING
INTERNET
SAMPLING

ONLINE RECRUITED
OTHER
INTERCEPT ONLINE
TECHINQUES
SAMPLING SAMPLING

NONRANDOM RANDOM PANEL NONPANEL

RECRUITED OPT-IN- POT-IN-LIST

PANELS PANELS RENTALS
1. ONLINE INTERCEPT SAMPLING :-

(A.) NON-RANDOM SAMPLING :- The sample selection is

based on factors other than just random chance.
• Non- random sampling is biased in nature.
• The sample selected may not be an un biased
representation of the total population.

(B.) RANDOM SAMPLING :- Each sample has an equal

probability of getting selected.
The sample chosen randomly is an unbiased representation of the total
population.
2.RECRUITED ONLINE SAMPLING:-
(A.) PANEL :- This involves recruiting participants from a pre- existing panel of
individuals
who have agreed to participate in surveys. Panels can be either opt-in or renta, and
participants may be recruited through a variety of methods , such as address-based
sampling
or online intercept sampling
I. RECRUITED PANEL :- Recruited panels are pre-recruited groups of individuals
who have
agreed to take part in studies. Members generally share a large amount of personal
information with a market research panel company during the registration process.
The process of recruitment is highly influenced by how an organization deals with the
members.
II. OPT-IN PANELS:- These are panels where participants have voluntarily signed
up to receive surveys. Participants may be recruited through a variety of
methods , such as online intercept or panel aggregators.
(B.) NON-PANEL :- A sampling technique where individuals are selected from
a population without being pre-recruited.

I. Opt-in-list rentals:- A sampling technique where a company rents a list of

individuals who have agreed to receive marketing communication.
 TYPES OF SAMPLING

PROBABILITY SAMPLING METHOD

NON-PROBABILITY
SAMPLING METHOD

(1.)SIMPLE RANDOM SAMPLING (1.) CONVENIENCE

(2.)SYSTEMATIC RANDOM SAMPLING
SAMPLING
(3.)STRATIFIED SAMPLING
(2.)JUDGEMENT
SAMPLING
(4.)CLUSTER SAMPLING
COMPLEX (3.)QUOTA SAMPLING
(5.)MULTISTAGE RANDOM
SAMPLING
(4.)SNOWBALL
SAMPLING
 (A.) PROBABILITY SAMPLING
The probability or chance of every unit in the population being included in the
sample is known. Selection of the specific units in the sample depends entirely
on chance. Every element is selected independently of every other element
and the sample is drawn by random procedure from a sampling frame.

Simple random sampling : draw of sample size [n] in such a way that each of the
‘N’ members of the population has the same chance of inclusion in sample.
 lottery method.
Tippets number.
Selection from a sequential.
Use of grid system.
(1.)SIMPLE RANDOM SAMPLING:
1) Select a suitable sampling frame.
2) Each element is assigned a number from 1 to N [pop.size].
3) Generate n (sample size) different random numbers between 1 to N.
4) The numbers generated denote the elements that should be included in the
sample.
 (2) Complex random sampling designs
1. Systematic sampling :-

a. The sample is chosen by selecting a random starting point and then picking every ith
element in succession from the sampling frame.
b. The sampling interval , I , is determined by dividing the population size N by the sample
size n and rounding to the nearest integer.
c. When the ordering of the elements is related to the characteristic of interest, systematic
sampling increases the representativeness of the sample.
d. If the ordering of the elements produces a cyclical pattern , systematic sampling may
decrease the representative ness of the sample.

- for example, there are 100,000 elements in the population and a sample
of 1000 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
(3.) Stratified sampling:
• where the population embraces a number of distinct categories, the frame can
be organized by these categories into separate “strata.” each stratum is then
sampled as an independent sub-population, out of which individual elements
can be randomly selected.(homogenous group)

• Two types-proportionate(equal number of unit from each stratum proportion to

size of the strata) and disproportionate (not equal number of unit from each
stratum proportion to size of the strata)
(4.)Cluster sampling :

• cluster sampling is an example of ‘two-stage sampling’ or ‘multistage

sampling/multi phase sampling’

• in the first stage a sample of areas is chosen

• in the second stage a sample of respondents within those areas is selected.

(several stages)-state level,dist level,village level,hosehold level.
(5.)Multistage sampling :
• Multistage sampling is a complex form of cluster sampling in which two or more levels of
units are embedded one in the other.

• The first stage consists of constructing the clusters that will be used to sample frame.

• In the second stage, a sample of primary units is randomly selected from each
cluster(rather than using all units contained in all selected clusters).

• In following stages, in each of those selected clusters, additional samples of units are
selected and so on.

• All ultimate units (individuals,for instance) selected at the last step of this procedure are
(B) N0N-PROBABILITY SAMPLING
METHOD
• Non probability sampling dose not involve random selection and
probability sampling does.

Convenience sampling :
convenience sampling (sometimes known as grab or opportunity
sampling) is a type of nonprobability sampling which involves the
sample being drawn from that part of the population which is
close to hand
(2.)Purposive/Judgment sampling :
• In purposive sampling, selecting sample with a purpose in mind

• Purposive sampling can be very useful for situations where we need to reach a
targeted sample quickly and where sampling for proportionality is not the
primary concern.

• It is for pilot study.

• Questions/ questionnaires may be tested.

Quota sampling :
• Quota sampling :-the population is first segmented into mutually exclusive sub-groups, just as in stratified sampling.

• Then judgment is used to select the subjects or units from each segment based on a specified proportion. For example,
an interviewer may be told to sample 200 females and 300 males between the age of 45 and 60.

• proportional quota sampling

• Nonproportional quota
• It is very popular for market survey and opinion poll.
(4.)Snowball Sampling :
• Identifying someone who meets the criteria for inclusion in the study.

• snowball sampling is especially useful when we are trying to reach populations

that are inaccessible or hard to find.

• This method would hardly lead to representative samples.

• initially certain members and add few members latter.

SAMPLING : FINAL AND
INITIAL SAMPLE SIZE
DETERMINATION
Chapter Outline
Chapter Outline :- :-
1) Overview
2) Definitions and Symbols
3) The Sampling Distribution
4) Statistical Approaches to Determining Sample Size
5) Confidence Intervals
i. Sample Size Determination: Means
ii. Sample Size Determination: Proportions
6) Multiple Characteristics and Parameters
7) Other Probability Sampling Technique
Chapter Outline :-
8) Adjusting the Statistically Determined Sample Size
9) Non-response Issues in Sampling
i. Improving the Response Rates
ii. Adjusting for Non-response
10) International Marketing Research
 Definitions and Symbols :-
• Parameter: A parameter is a summary description of a fixed
characteristic or measure of the target population. A parameter
denotes the true value which would be obtained if a census rather
than a sample was undertaken.

• Statistic: A statistic is a summary description of a characteristic or

measure of the sample. The sample statistic is used as an estimate of
the population parameter.

• Finite Population Correction: The finite population correction (fpc) is a

correction for overestimation of the variance of a population
parameter, e.g., a mean or proportion, when the sample size is 10% or
more of the population size
 Definitions and Symbols :-
• Precision level: When estimating a population parameter by using a
sample statistic, the precision level is the desired size of the
estimating interval. This is the maximum permissible difference
between the sample statistic and the population parameter.

• Confidence interval: The confidence interval is the range into which

the true population parameter will fall, assuming a given level of
confidence.

• Confidence level: The confidence level is the probability that a

confidence interval will include the population parameter
Symbols for Population and Sample
Variables :
The Confidence Interval Approach :
95% Confidence Interval :
Sample Size Determination For Means &
Proportions :
Sample Size For Estimating Multiple Parameters :
Adjusting the statistically determined sample
size :
• Incidence rate: refers to the rate of occurrence or the
percentage, of persons eligible to participate in the study.

• In general, if there are c qualifying factors with an incidence of

Q1 , Q2 , Q3 , ...QC ,each expressed as a proportion:

• Incidence rate = Q1 x Q2 x Q3 ....x QC

Initial sample size = Final sample size /
Incidence rate x Completion rate
Improving Response Rates :
Adjusting for Nonresponse :
• In substitution, the researcher substitutes for nonrespondents other
elements from the sampling frame that are expected to respond. The
sampling frame is divided into subgroups that are internally
homogeneous in terms of respondent characteristics but
heterogeneous in terms of response rates. These subgroups are then
used to identify substitutes who are similar to particular
nonrespondents but dissimilar to respondents already in the sample
Adjusting for Nonresponse
• Subjective Estimates – When it is no longer feasible to increase the response rate
by subsampling, replacement, or substitution, it may be possible to arrive at
subjective estimates of the nature and effect of nonresponse bias. This involves
evaluating the likely effects of nonresponse based on experience and available
information.

• Trend analysis is an attempt to discern a trend between early and late

respondents. This trend is projected to nonrespondents to estimate where they
stand on the characteristic of interest.
Finding Probabilities Corresponding to Known
Values :