Professional Documents
Culture Documents
Sampling in Marketing Research Sampling in Marketing Research
Sampling in Marketing Research Sampling in Marketing Research
Basics of sampling I
A sample is a part of a whole to show what the rest is like. Sampling helps to determine the corresponding value of the population and plays a vital role in marketing research.
Samples offer many benefits: Save costs: Less expensive to study the sample than the population. Save time: Less time needed to study the sample than the population . Accuracy: Since sampling is done with care and studies are conducted by skilled and qualified interviewers, the results are expected to be accurate. estructive nature of elements: For some elements, sampling is the way to test, since tests destroy the element itself.
2
Basics of sampling II
Limitations of Sampling
Sampling Process
Defining the population Developing a sampling Frame
Demands more rigid control in undertaking sample operation. Minority and smallness in number of sub-groups often render study to be suspected. Accuracy level may be affected when data is subjected to weighing. Sample results are good approximations at best.
A sample frame is the list of all elements in the population (such as telephone directories, electoral registers, club membership etc.) from which the samples are drawn.
A sample frame which does not fully represent an intended population will result in frame error and affect the degree of reliability of sample result.
Sample size determination using statistical formulae: The confidence interval approach
To determine sample sizes using statistical formulae, researchers use the confidence interval approach based on the following factors:
Desired level of data precision or accuracy; Amount of variability in the population (homogeneity); Level of confidence required in the estimates of population values.
Availability of resources such as money, manpower and time may prompt the researcher to modify the computed sample size. Students are encouraged to consult any standard marketing research textbook to have an understanding of these formulae.
7
Probability Sampling
Every element in the target population or universe [sampling frame] has equal probability of being chosen in the sample for the survey being conducted. Scientific, operationally convenient and simple in theory. Results may be generalized.
Non-Probability Sampling
Every element in the universe [sampling frame] does not have equal probability of being chosen in the sample. Operationally convenient and simple in theory. Results may not be generalized.
8
Probability sampling
Four types of probability sampling
Systematic sampling
Requires the sample frame only, No random number table is necessary
Cluster sampling
Use of random number table may be necessary
NonNon-probability sampling
Special type
Snowball Sampling
10
1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 37 50 99 70 18 65 83 58 54 56 34 02 43 92 67
2 75 91 14 72 46 76 76 90 74 81 99 26 04 56 42
3 4 10 56 23 01 06 34 95 07 67 92 06 92 25 51 43 49 41 50 00 49 11 25 84 11 73 21 27 36 22 26
5 98 52 21 33 47 33 70 20 15 40 22 95 00 11 20
6 66 82 01 25 32 60 60 98 78 07
9 10 11 12 13 14 15 16 17 18 19 20 45 35 12 77 22 51 82 42 02 59 83 34 15 88 35 78 84 46 54 15 53 47 15 15 97 76 99 34 51 46 86 01 03 02 74 45 02 61 78 09 23 36 68 55 30 26 64 44 76 75 51 08 56 67 80 45 00 01 76 64
03 86 34 80 98 44 22 22 98 11 57 96 27 10 27 16 03 25 79 07 80 54 55 41 19 16 23 58 03 78 47 43 58 08 75 29 63 66 89 09 95 13 57 21 20 03 32 93 96 05 53 52 36 43 26 72 11 65 14 63 06 87 10 11 57 78 38 71 22 86 28 49 83 74 48 14 01 93 17 51
38 22 32 85 26 37 00 62 27 74 46 02 61 59 81 87 59 38 18 30 95 38 36 78 23 20 19 65 48 50 45 73 80 02 61 31 10 06 72 39 02 00 47 06 98 06 86 88 77 86 59 57 66 13 82 33 97 21 31 61 60 84 18 68 48 85 00 00 48 35 48 57 63 38 84
11
12
Step 1: Assign all the 100 members of the population a unique number.You may identify each element by assigning a two-digit number. Assign 01 to the first name on the list, and 00 to the last name. If this is done, then the task of selecting the sample will be easier as you would be able to use a 2-digit random number table.
NAME NUMBER NAME NUMBER
Adam, Tan Carrol, Chan . Jerry Lewis . Lim Chin Nam . Singh, Arun
01 08 18 26 30
Tan Teck Wah Tay Thiam Soon .. Teo Tai Meng . Yeo Teck Lan Zailani bt Samat
42 61 87 99 00
13
Starting point: move right to the end of the row, then down to the next row row; move left to the end, then down to the next row, and so on.
Systematic sampling
y Very similar to simple random sampling with one exception. y In systematic sampling only one random number is needed throughout the entire sampling process. y To use systematic sampling, a researcher needs: [i] a sampling frame of the population; and is needed. [ii] a skip interval calculated as follows: Skip interval = population list size Sample size y Names are selected using the skip interval. y f a researcher were to select a sample of 1000 people using the local telephone directory containing 215,000 listings as the sampling frame, skip interval is [215,000/1000], or 215. The researcher can select every 215th name of the entire directory [sampling frame], and select his sample.
15
Stratified sampling I
A three-stage process:
Step 1- Divide the population into homogeneous, mutually exclusive and collectively exhaustive subgroups or strata using some stratification variable; Step 2- Select an independent simple random sample from each stratum. Step 3- Form the final sample by consolidating all sample elements chosen in step 2.
May yield smaller standard errors of estimators than does the simple random sampling. Thus precision can be gained with smaller sample sizes.
Proportionate: involving the selection of sample elements from each stratum, such that the ratio of sample elements from each stratum to the sample size equals that of the population elements within each stratum to the total number of population elements. Disproportionate: the sample is disproportionate when the above mentioned ratio is unequal.
17
18
Cluster sampling
Is a type of sampling in which clusters or groups of elements are sampled at the same time. Such a procedure is economic, and it retains the characteristics of probability sampling. A two-step-process:
Step 1- Defined population is divided into number of mutually exclusive and collectively exhaustive subgroups or clusters; Step 2- Select an independent simple random sample of clusters. One special type of cluster sampling is called area sampling, where pieces of geographical areas are selected.
21
y Step 2: Select one of the 5 clusters. If cluster 4 is selected, then all its elements (i.e. Club Members with numbers 09, 11, 32, 34, 54, 55, 75, 76, 94, 96, 20, 25, 58, 59, 83, 87, 28, 38, 84, 88) are selected. y Step 3: If a two-stage cluster sampling is desired, the researcher may randomly select 4 members from each of the five clusters. In this case, the sample will be different from that shown in step 2 above.
22
23
AREA SAMPLING
y A common form of cluster sampling where clusters consist of geographic areas, such as districts, housing blocks or townships. Area sampling could be one-stage, two-stage, or multi-stage.
How to Take an Area Sample Using Subdivisions Your company wants to conduct a survey on the expected patronage of its new outlet in a new housing estate. The company wants to use area sampling to select the sample households to be interviewed. The sample may be drawn in the manner outlined below. ___________________________________________________________________________________ Step 1: Determine the geographic area to be surveyed, and identify its subdivisions. Each subdivision cluster should be highly similar to all others. For example, choose ten housing blocks within 2 kilometers of the proposed site [say, Model Town ] for your new retail outlet; assign each a number. Step 2: Decide on the use of one-step or two-step cluster sampling. Assume that you decide to use a two-stage cluster sampling. Step 3: Using random numbers, select the housing blocks to be sampled. Here, you select 4 blocks randomly, say numbers #102, #104, #106, and #108. Step 4: Using some probability method of sample selection, select the households in each of the chosen housing block to be included in the sample. Identify a random starting point (say, apartment no. 103), instruct field workers to drop off the survey at every fifth house (systematic sampling).
24
NonNon-probability samples
Convenience sampling
Drawn at the convenience of the researcher. Common in exploratory research. Does not lead to any conclusion.
Judgmental sampling
Sampling based on some judgment, gut-feelings or experience of the researcher. Common in commercial marketing research projects. If inference drawing is not necessary, these samples are quite useful.
Quota sampling
An extension of judgmental sampling. It is something like a two-stage judgmental sampling. Quite difficult to draw.
Snowball sampling
Used in studies involving respondents who are rare to find. To start with, the researcher compiles a short list of sample units from various sources. Each of these respondents are contacted to provide names of other probable respondents.
25
Quota Sampling
y To select a quota sample comprising 3000 persons in country X using three control characteristics: sex, age and level of education. y Here, the three control characteristics are considered independently of one another. In order to calculate the desired number of sample elements possessing the various attributes of the specified control characteristics, the distribution pattern of the general population in country X in terms of each control characteristics is examined.
Control Characteristics Gender: .... ................. Age: ......... ................. ................. Population Male...................... Female .................. 20-29 years ........... 30-39 years ........... 40 years & over .... Distribution 50.7% 49.3% 13.4% 53.3% 33.3% Male Female 20-29 years 30-39 years 40 years & over Sample Elements 3000 x 50.7% = 1521 3000 x 49.3% = 1479 3000 x 13.4% = 402 3000 x 52.3% = 1569 3000 x 34.3% = 1029 .
Religion: .. Christianity ........... 76.4% Christianity 3000 x 76.4% = 2292 ................. Islam ..................... 14.8% Islam 3000 x 14.8% = 444 ................. Hinduism .............. 6.6% Hinduism 3000 x 6.6% = 198 ................. Others ................... 2.2% Others 3000 x 2.2% = 66 _________________________________________________________________________________ _
26
Very small sample Size sample Larger sample size sample Still larger sample Complete census
27
Evaluation Criteria Nature of research Relative magnitude sampling vs. non-sampling error Population variability Statistical Considerations Sophistication Needed Time Budget Needed
Non-probability sampling
Exploratory Larger non-sampling error
Sampling Examples I
Topic: A Comparative empirical study between Public & Private life insurance companies Population: Public & Private life insurance holders Sample: Sample of 100 selected using Judgment & convenient method where 76 belongs to LIC and 24 Private sector
29
Example II
Topic: Challenges faced by working women in Bangladesh A Study on Khulna City Population: Working women in Khulna City (Public & Pvt sector banks, Insurance, MNCs, NGOs, Govt Organizations) Sampling Method: Stratified Random Sample ( Proportional allocation)
30
Banks 40
Govt Org 10
NGOs 15
MNCS 15
Others 20
31
Example III
Topic: Performance Management in Retail Sector in India An Empirical Study Population: Employees of Retail Industry of Indore city Source List: Big Bazaar, Pantaloons, Reliance Fresh, West side, Treasure Island Sample Size: 104 front line employees are selected using Simple Random Sample
32
Example IV
Topic: Effect of e-CRM on Business Opportunities: A Study with reference to small and medium scale Enterprises in India Population: Consumers of SME Location: Bangalore ( Major SME Locations identified and from each location one SME is considered for the study. Homogeneity in size, structure, other demographic & organizational factors are considered in selection)
33
Further Criterion; SMEs must posses a web site and a valid email Id, because, this is minimum technological infrastructure to implement e-CRM. Sample Size: From each SME 10 consumers are selected at random. Total size: 10 * 10 = 100
34
Example V
Topic: The Production & Labour problems of small scale Entrepreneurs Location: Madurai Region of Tamil Nadu Source: Tamil Nadu Small Industries Development Corporation (TNSIDCO) Manual & Web site Sample: Divided Madurai region into 5 Industrial estates. Stratified Random Sampling (Proportional allocation) method is followed in selecting sample.
35
Region Population Kappalur 169 Andipatti 05 Theni 37 Pudur 74 Uranganpatti 147 Total 432
Sample 56 02 12 25 49 144
36