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WK5 2023
WK5 2023
MS30C:Marketing Research
WEEK 5
5-1
© 2007 Prentice Hall
The Sampling Design Process
Fig. 11.1
Nonprobability Probability
Sampling Techniques Sampling Techniques
A B C D E
Group D happens to
assemble at a
1 6 11 16 21
convenient time and
place. So all the
2 7 12 17 22 elements in this
Group are selected.
The resulting sample
3 8 13 18 23 consists of elements
16, 17, 18, 19 and 20.
Note, no elements are
4 9 14 19 24
selected from group
A, B, C and E.
5 10 15 20 25
test markets
purchase engineers selected in industrial
marketing research
bellwether precincts selected in voting behavior
research
expert witnesses used in court
The researcher
considers groups B, C
1 6 11 16 21 and E to be typical and
convenient. Within each
of these groups one or
2 7 12 17 22 two elements are
selected based on
typicality and
3 8 13 18 23 convenience. The
resulting sample
consists of elements 8,
4 9 14 19 24 10, 11, 13, and 24. Note,
no elements are selected
from groups A and D.
5 10 15 20 25
Population Sample
composition composition
Control
Characteristic Percentage Percentage Number
Sex
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
© 2007 Prentice Hall 11-10
A Graphical Illustration of
Quota Sampling
Fig. 11.3
A B C D E
A quota of one
element from each
1 6 11 16 21 group, A to E, is
imposed. Within each
group, one element is
2 7 12 17 22 selected based on
judgment or
convenience. The
3 8 13 18 23 resulting sample
consists of elements
3, 6, 13, 20 and 22.
4 9 14 19 24 Note, one element is
selected from each
column or group.
5 10 15 20 25
Select five
1 6 11 16 21 random numbers
from 1 to 25. The
2
resulting sample
7 12 17 22
consists of
population
3 8 13 18 23 elements 3, 7, 9,
16, and 24. Note,
4
there is no
9 14 19 24
element from
Group C.
5 10 15 20 25
© 2007 Prentice Hall 11-15
Systematic Sampling
The sample is chosen by selecting a random starting
point and then picking every ith element in
succession from the sampling frame.
Select a random
number between 1 to
1 6 11 16 21
5, say 2.
The resulting sample
2 7 12 17 22 consists of
population 2,
(2+5=) 7, (2+5x2=) 12,
3 8 13 18 23
(2+5x3=)17, and
(2+5x4=) 22. Note, all
4 9 14 19 24 the elements are
selected from a
single row.
5 10 15 20 25
Randomly select a
1 6 11 16 21
number from 1 to 5
for each stratum, A to
E. The resulting
2 7 12 17 22
sample consists of
population elements
3 8 13 18 23 4, 7, 13, 19 and 21.
Note, one element
is selected from each
4 9 14 19 24
column.
5 10 15 20 25
© 2007 Prentice Hall 11-21
Cluster Sampling
Randomly select 3
clusters, B, D and E.
1 6 11 16 21
Within each cluster,
randomly select one
2 7 12 17 22 or two elements. The
resulting sample
consists of
3 8 13 18 23 population elements
7, 18, 20, 21, and 23.
4 9 14 19 24 Note, no elements
are selected from
clusters A and C.
5 10 15 20 25
© 2007 Prentice Hall 11-23
Strengths and Weaknesses of
Basic Sampling Techniques
Table 11.3
Technique Strengths Weaknesses
Nonprobability Sampling Least expensive, least Selection bias, sample not
Convenience sampling time-consuming, most representative, not recommended for
convenient descriptive or causal research
Judgmental sampling Low cost, convenient, Does not allow generalization,
not time-consuming subjective
Quota sampling Sample can be controlled Selection bias, no assurance of
for certain characteristics representativeness
Snowball sampling Can estimate rare Time-consuming
characteristics
12-25
© 2007 Prentice Hall
Sample size determination for proportions using
confidence interval approach (1)
• n = ∏(1- ∏) z2 for infinite population
____________
D2
where n = sample size
∏ = population proportion
z = z value associated with confidence level
D = level of precision expressed as difference (margin of error)
26
Sample size determination for proportions using
confidence interval approach (2)
Example
Determine the sample size for conducting
27
Sample size determination for proportions using
confidence interval approach (3)
D = ±3.5% or ± 0.035 (margin of error)
CL = 95% (corresponding to z value of 1.96)
∏ = 60% or 0.60
• Substitute in formula:
n = ∏(1- ∏) z2
____________
D2
= .60(1-.60)(1.96)(1.96)
__________________ = 753
(.035)(.035)
28
Confidence Level and Margin of error
Explained
95% confidence level
± 3% margin of error (confidence interval); represents D
in sample size formula
If survey is conducted 100 times, the data would be within
3% points above or below the percentage reported in
95% of the 100 surveys
In research conducted, if 50% of respondents say
customer service is “very good” at 95%CL and ±3%ME
This means that if the survey were conducted 100 times,
the %age who say the service is “very good” will range
between 47 and 53%, 95% of the time
29
Sample size determination for means using
confidence interval approach (2)
D2
where n = sample size
sd = standard deviation of the population
Confidence Levelz = z valueZ-scoreassociated with confidence level
D = level of precision expressed as difference (margin of error)
90% 1.65
95% 1.96
99% 2.58
99.5% 2.81
30
Thank You…
5-31
© 2007 Prentice Hall