Chapter Eleven

Sampling: Design and Procedures

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Sample vs. Census

Type of Study 1. Budget 2. Time available 3. Population size 4. Variance in the characteristic 5. Cost of sampling errors 6. Cost of nonsampling errors 7. Nature of measurement 8. Attention to individual cases 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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The Sampling Design Process

Define the Population Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

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Define the Target Population

The target population is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. The target population should be defined in terms of elements, sampling units, extent, and time.

An element is the object about which or from which the information is desired, e.g., the respondent. (Ex. Student studying in Ganpat Vidyanagar) A sampling unit is an element, or a unit containing the element, that is available for selection at some stage of the sampling process. (Ex. Classes of the campus) Extent refers to the geographical boundaries. (Ex. Ganpat Vidyanagar Campus) Time is the time period under consideration. (Ex. FebMarch 2006)

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Define the Target Population

Important qualitative factors in determining the sample size

The importance of the decision Precision The nature of the research- Designs The number of variables- More variable :More data The nature of the analysis- Sophisticated analysis requires more sample size Incidence rates Eligible respondents Completion rates- Full Response Resource constraints Sample sizes used in similar studies- Generally for Non-probability sampling

Sample Sizes Used in Marketing Research Studies

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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 Typical Range 500 200 200 200 150 10 stores 2 groups 1,000-2,500 300-500 300-500 300-500 200-300 10-20 stores 4-12 groups

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Classification of Sampling Techniques

Sampling Techniques Probability Sampling Techniques

Non-probability Sampling Techniques

Convenience Sampling

Judgmental Sampling

Quota Sampling

Snowball Sampling

Simple Random Sampling

Systematic Sampling

Stratified Sampling

Cluster Sampling

Other Sampling Techniques

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Convenience Sampling
Convenience sampling attempts to obtain a sample of convenient elements. Respondents are selected because they happen to be in the right place at the right time.

use of students and members of social organizations mall intercept interviews without qualifying the respondents people on the street interviews Ex. Retailer sells Electronic Goods On the basis of bills, he selects respondents in his area in Mumbai.

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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.

purchase engineers selected in industrial marketing research expert witnesses used in court

Ex. Retailer

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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. Ex. Proportion of Boys and Girls in campus is same in the sample Population composition Percentage 48 52 ____ 100 Sample composition Percentage 48 52 ____ 100 Number 480 520 ____ 1000

Control Characteristic Sex Male Female

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Snowball Sampling
In snowball sampling, an initial group of respondents is selected, usually at random.

After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals.
Ex. Advertisers survey Ex. Environmental Audit Ex. Survey of NRI in USA

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Simple Random Sampling

Each element in the population has a known and equal probability of selection. This implies that every element is selected independently of every other element. Ex. Retailer uses bill numbers for survey

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Systematic Sampling

The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. The sampling interval, i, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. Increases the representativeness of the sample. Ex. Retailer

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Stratified Sampling

A two-step process in which the population is partitioned into subpopulations or strata. The strata should be mutually exclusive and collectively exhaustive in that every population element should be assigned to one and only one stratum and no population elements should be omitted. Elements are selected from each stratum by a random procedure, usually SRS. A major objective of stratified sampling is to increase precision without increasing cost. Ex. Retailer

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Stratified Sampling

The elements within a stratum should be as homogeneous as possible, but the elements in different strata should be as heterogeneous as possible. The stratification variables should also be closely related to the characteristic of interest. The variables should decrease the cost of the stratification process by being easy to measure and apply. In proportionate stratified sampling, the size of the sample drawn from each stratum is proportionate to the relative size of that stratum in the total population. Disproportionate stratified sampling

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Cluster Sampling

The target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters. Then a random sample of clusters is selected, based on a probability sampling technique such as SRS. For each selected cluster, either all the elements are included in the sample (one-stage) or a sample of elements is drawn probabilistically (two-stage). Elements within a cluster should be as heterogeneous as possible, but clusters themselves should be as homogeneous as possible. Ideally, each cluster should be a small-scale representation of the population. probability proportionate to size sampling

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Area Sampling
A common form of cluster sampling Cluster consists of geographic area

Ex. Population : all 500 clusters Small Zone of city 100 clusters- small zones- take all household of the 100 clusters in the sample one level of sampling if few households are selected from 100 cluster by random sampling then it is two stage area sampling

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Types of Cluster Sampling

Cluster Sampling

One-Stage Sampling

Two-Stage Sampling

Multistage Sampling

Simple Cluster Sampling

Probability Proportionate to Size Sampling

Strengths and Weaknesses of Basic Sampling Techniques

Technique
Non-probability Sampling Convenience sampling Judgmental sampling Quota sampling Snowball sampling

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Strengths
Least expensive, least time-consuming, most convenient Low cost, convenient, not time-consuming Sample can be controlled for certain characteristics Can estimate rare characteristics

Weaknesses
Selection bias, sample not representative, not recommended for descriptive or causal research Does not allow generalization, subjective Selection bias, no assurance of representativeness Time-consuming

Probability sampling Simple random sampling (SRS) Systematic sampling

Easily understood, results projectable

Can increase representativeness, easier to implement than SRS, sampling frame not necessary Include all important subpopulations, precision Easy to implement, cost effective

Difficult to construct sampling frame, expensive, lower precision, no assurance of representativeness. Can decrease representativeness

Stratified sampling
Cluster sampling

Difficult to select relevant stratification variables, not feasible to stratify on many variables, expensive Imprecise, difficult to compute and interpret results

Choosing Non-probability vs. Probability Sampling

Conditions Favoring the Use of Nonprobability Probability sampling sampling Exploratory Conclusive Sampling errors are larger Heterogeneous (high) Favorable Unfavorable

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Factors Nature of research

Relative magnitude of sampling and Nonsampling nonsampling errors errors are larger Variability in the population Statistical considerations Operational considerations Homogeneous (low) Unfavorable Favorable