Tugas Personal ke-4, Minggu ke-7

(Sampling Designs and Sampling Procedures)

Pratita Putri Hapsari

1801452004
Research Methodology

1. Describe the difference between a probability sample and a nonprobability

sample

Answer :

Probability sampling is a sampling technique in which every member of the

population has a known, nonzero probability of selection.

Nonprobability sampling is a sampling technique in which units of the sample are

selected on the basis of personal judgement or convenience, the probability of any
particular member of the population being chosen is unknown.

In probability sampling, every element in the population has a known, nonzero

probability of selection. The simple random sample, in which each member of the
population has an equal probability of being selected, is the best-known probability
sample. In nonprobability sampling, the probability of any particular member of the
population being chosen is unknown. The selection of sampling units in
nonprobability sampling is quite arbitrary, as researchers rely heavily on personal
judgment. Technically, no appropriate statistical techniques exist for measuring
random sampling error from a nonprobability sample.

Therefore, projecting the data beyond the sample is, technically speaking, statistically
inappropriate. Nevertheless, as the Research Snapshot on prescription drug costs
shows, researchers sometimes find nonprobability samples best suited for a specific
researcher purpose. As a result, nonprobability samples are pragmatic and are used in
market research.

2. In what types of situations is conducting a census more appropriate than

sampling? When is sampling more appropriate than taking a census?

Answer :

Sampling is a procedure that uses a small number of units of a given population as a

basis for drawing conclusions about the whole population. Sampling often is
necessary because it would be practically impossible to conduct a census to measure
 characteristics of all units of a population. Samples also are needed in cases where
measurement involves destruction of the measured unit.

A researcher who must determine the most appropriate sampling design for a specific
project will identify a number of sampling criteria and evaluate the relative
importance of each criterion before selecting a design. The most common criteria
concern accuracy requirements, available resources, time constraints, knowledge
availability, and analytical requirements. Internet sampling presents some unique
issues. Researchers must be aware that samples may be unrepresentative because not
everyone has a computer or access to the Internet. Convenience samples drawn from
Web site visitors can create problems. Drawing a probability sample from an
established consumer panel or an ad hoc sampling frame whose members opt in can
be effective.

A census is an investigation of all the individual elements that make up the population
a total enumeration rather than a sample. A sample may on occasion be more accurate
than a census. Interviewer mistakes, tabulation errors, and other nonsampling errors
may increase during a census because of the increased volume of work. In a sample,
increased accuracy may sometimes be possible because the fieldwork and tabulation
of data can be more closely supervised. In a field survey, a small, well-trained, closely
supervised group may do a more careful and accurate job of collecting information
than a large group of nonprofessional interviewers who try to contact everyone. An
interesting case in point is the use of samples by the Bureau of the Census to check
the accuracy of the U.S. Census. If the sample indicates a possible source of error, the
census is redone.

3. Comment on the following sampling designs :

a. A citizen’s group interested in generating public and financial support for a new
university basketball arena prints a questionnaire in area newspapers. Readers
return the questionnaires by mail.

Answer :

I think that sampling for citizen’s group by a questionnaire in area newspaper is

not efficient, because i think if quistionnaire prints in area newspaper, there will
be a lot of people who read that but not many people will return the uestionnaires
by mail. Some people will be forget, lazy to do that thing. Questionnaire in area
newspaper is good because so many people in everywhere can read that but the
disadvantages of that sampling is there is so many people will not answer and
return the questionnaire by mail. Only serious people will return that
questionnaire by mail.
b. A department store that wihes to examine whether it is losing or gaining
customers draws a sample from its list of credit card holders by selecting every
tenth name.

Answer :

I think that method can give the best sample of the list of credit card holder. This
method sampling can use for examine whether it is losing or gaining customers. I
agree with this method sampling.

c. A motorcycle manufacturer decides to research consumer characteristics by

sending one hundred questionnaires to each of its dealers. The dealers will then
use their sales records to track down buyers of this brand of motorcycle and
distribute the questionnaires.

Answer :

I think this method can use for this problem because the questionnaires was send
by a motorcyle manufacturer to the dealer can give the best return and more
advice. Its the right decision to sending one hundred questionnaires to each of its
dealers because i believe that the dealers will use their sales records to track down
buyers and then return the questionnaire to the motorcyle manufactur. And data
from the dealers must be the true data. So I agree with this sampling .

d. An advertising executive suggests that advertising effectiveness be tested in the

real world. A one page ad is places in a magazine. One half of the space is used
for the ad itself. On the other half, a short questionnaire requests that readers
comment on the ad. An incentive will be given for the first thousand responses.

Answer :

This sampling can be good because there is an incentive will be given for the first
thousand responses. That method will interest everyone to come and join with this
questionnaire and give them resonses to get the incentive.

e. A research company obtains a sample for a focus group through organized groups
such as church groups, clubs, and schools. The organizations are paid for securing
respondents; no individual is directly compencated.

Answer :

I think this method will make a research company gave much money for this
research. I think there is another way to get sample for the research. If the
 company must pay for the organization it will need so much money with no one is
dirrectly compencated.

f. A researcher suggests replacing a consumer diary panel with a sample of

customers who regularly shop at a supermarket that uses optical scanning
equipment. The burden of recording purchases by humans will be replaced by
computerized longitudinal data.

Answer :

I think that method will be good but if the company want to do that sampling, th
company have to prepare more budget to make this happen.

g. A banner ad on a business oriented Website reads, "Are you a large company Sr.
Executive? Qualified execs receive $50 for less that 10 minutes of time. Take the
survey now!" Is this an appropriate way to select a sample of business executive?

Answer :

Yes, I think so because some business executive will take the survey just for 10
minutes of time. But it doesn’t work for a realy busy business executive.

4. When would a researcher use a judgement, or purposive, sample?

Answer :

Judgmental sampling is a non-probability sampling technique where the researcher

selects units to be sampled based on their knowledge and professional judgment.
Judgmental sampling design is usually used when a limited number of individuals
possess the trait of interest. It is the only viable sampling technique in obtaining
information from a very specific group of people. It is also possible to use judgmental
sampling if the researcher knows a reliable professional or authority that he thinks is
capable of assembling a representative sample.

Purposive sampling is used in cases where the specialty of an authority can select a
more representative sample that can bring more accurate results than by using other
probability sampling techniques. The process involves nothing but purposely
handpicking individuals from the population based on the authority's or the
researcher's knowledge and judgment.

A sample is the group of people who take part in the investigation. The people who
take part are referred to as “participants”. If the sample we select is going to represent
the target population then we need to make sure that the people in it are similar to the
other members of the target population. This is important because we want to
generalize from the sample to target population.

The participants in research, the sample, should be as representative as possible of the

target population. The more representative the sample, the more confident the
researcher can be that the results can be generalized to the target population.
References : Zikmund, Babin, Carr, and Griffin. (2009). Business Research Methods. 8th
edition. Thomson South-Western. ISBN : 978-0324320626.

Chapter 16, Page 410