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Sampling Design
SAMPLING PROCEDURE
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Sampling Design
1) Sample or Census
2) The Sampling Design Process
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Sampling Techniques
3) A Classification of Sampling Techniques i. Nonprobability Sampling Techniques a. Convenience Sampling b. Judgmental Sampling c. Quota Sampling d. Snowball Sampling ii. Probability Sampling Techniques a. Simple Random Sampling b. Systematic Sampling c. Stratified Sampling d. Cluster Sampling e. Other Probability Sampling Techniques
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Sampling Design .
4. Choosing Non-probability versus Probability Sampling
5. Uses of Non-probability versus Probability Sampling
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DAC,BIT
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(Table 1)
Conditions Favoring the Use of Sample Census Small Short Large Small Low High Destructive Yes Large Long Small Large High Low Nondestructive No
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Sample Sizes Used in Marketing Research Chart 2 forStudies For MBA Students
Type of Study Problem identification research (e.g. market potential) Problem-solving research (e.g. pricing) Product tests Test marketing studies TV, radio, or print advertising (per commercial or ad tested) Test-market audits Focus groups Minimum Size 500 200 200 200 150 10 stores 2 groups Typical Range 1,000-2,500 300-500 300-500 300-500 200-300 10-20 stores 4-12 groups
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Convenience Sampling
Judgmental Sampling
Quota Sampling
Snowball Sampling
Systematic Sampling
Stratified Sampling
Cluster Samplin g
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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 mail intercept interviews without qualifying the respondents department stores using charge account lists people on the street interviews
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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 bellwether precincts selected in voting behavior research expert witnesses used in court
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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 composition Control Characteristic Sex Male Female Percentage 48 52 ____ 100 Sample composition Percentage 48 52 ____ 100 Number 480 520 ____ 1000
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