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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.
Limitations of Sampling
Sampling Process
Defining the
population
Specifying
Sample
Method
Developing
a sampling
Frame
Determining
Sample
Size
Sampling: Step 2
Establishing the Sampling
Frame
MINIMUM
SIZE
TYPICAL
RANGE
500
200
200
1000-2500
300-500
300-500
150
200
10
stores/outlets
2 groups
200-300
300-500
10-20
stores/outlets
4-12 groups
6
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
Appropriate for
homogeneous population
Simple random sampling
Requires the use of a random
number table.
Systematic sampling
Requires the sample frame
only,
No random number table is
necessary
Appropriate for
heterogeneous population
Stratified sampling
Use of random number
table may be necessary
Cluster sampling
Use of random number
table may be necessary
Special type
Snowball Sampling
10
Need to use
Random
Number Table
3 4
1
2
3
4
5
37
50
99
70
18
75
91
14
72
46
10
56
23
01
06
6
7
8
9
10
65
83
58
54
56
76
76
90
74
81
11
12
13
14
15
34
02
43
92
67
99
26
04
56
42
49
41
50
00
49
98
52
21
33
47
66
82
01
25
32
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
45
35
12
77
22
83
34
15
88
35
53
47
15
15
97
86
01
03
02
74
23
36
68
55
30
51
08
56
67
80
34
95
07
67
92
11
25
84
11
73
33
70
20
15
40
60
60
98
78
07
95
13
57
21
20
51
82
42
02
59
78
84
46
54
15
76
99
34
51
46
45
02
61
78
09
26
64
44
76
75
45
00
01
76
64
06
92
25
51
43
21
27
36
22
26
22
95
00
11
20
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
03
32
93
96
05
9 10 11 12 13 14 15 16 17 18 19 20
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
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
Adam, Tan
Carrol, Chan
.
Jerry Lewis
.
Lim Chin Nam
.
Singh, Arun
NUMBER
01
08
18
26
30
NAME
NUMBER
42
61
87
99
00
13
R K E T IHow
N toGuse R
E Snumber
E Atable
RC
H aSrandom
T Usample
DY GU
random
to select
Step 2: Select any starting point in the Random Number Table and find the first number that
corresponds to a number on the list of your population. In the example below, # 08 has been
chosen as the starting point and the first student chosen is Carol Chan.
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.
10 09 73 25 33 76
37 54 20 48 05 64
08 42 26 89 53 19
90 01 90 25 29 09
12 80 79 99 70 80
66 06 57 47 17 34
31 06 01 08 05 45
Step 3: Move to the next number, 42 and select the person corresponding to that number into
the sample. #87 Tan Teck Wah
Step 4: Continue to the next number that qualifies and select that person into the sample.
# 26 -- Jerry Lewis, followed by #89, #53 and #19
Step 5: After you have selected the student # 19, go to the next line and choose #90. Continue
in the same manner until the full sample is selected. If you encounter a number selected
earlier (e.g., 90, 06 in this example) simply skip over it and choose the next number.
14
R K E T I N GExample:
R E How
S Eto A
Ra Systematic
C H SSample
TUDY GU
Take
Step 1: Select a listing of the population, say the City Telephone Directory, from which to
sample. Remember that the list will have an acceptable level of sample frame error.
Step 2: Compute the skip interval by dividing the number of entries in the directory by the
desired sample size.
Example: 250,000 names in the phone book, desired a sample size of 2500,
So skip interval = every 100th name
Step 3: Using random number(s), determine a starting position for sampling the list.
Example: Select: Random number for page number. (page 01)
Select: Random number of column on that page. (col. 03)
Select: Random number for name position in that column (#38, say, A..Mahadeva)
Step 4: Apply the skip interval to determine which names on the list will be in the sample.
Example: A. Mahadeva (Skip 100 names), new name chosen is A Rahman b Ahmad.
Step 5: Consider the list as circular; that is, the first name on the list is now the initial name
you selected, and the last name is now the name just prior to the initially selected one.
Example: When you come to the end of the phone book names (Zs), just continue on
through the beginning (As).
16
A three-stage process:
R K E T I NSelection
G RofEa S
EARC
H SSample
TUDY GU
proportionate
Stratified
To select a proportionate stratified sample of 20 members of the Island Video Club which has
100 members belonging to three language based groups of viewers i.e., English (E), Mandarin
(M) and Others (X).
Step 1: Identify each member from the membership list by his or her respective language groups
00 (E )
01 (E )
02 ( X )
03 (E )
04 (E )
05 (E )
06 (M)
07 (M)
08 (E )
09 (E )
10 (M)
11 (E )
12 ( X )
13 (M)
14 (E )
15 (M)
16 (E )
17 ( X )
18 ( X )
19 (M)
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
(M)
(X)
(E )
(X)
(E )
(M)
(E )
(M)
(X)
(E )
(E )
(E )
(E )
(M)
(E )
(M)
(E )
(E )
(X)
(X)
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
(E )
(X)
(X)
(E )
(M)
(E )
(X)
(M)
(E )
(E )
(E )
(M)
(X)
(M)
(E )
(E )
(M)
(E )
(M)
(M)
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
(X)
(M)
(M)
(E )
(E )
(X)
(M)
(E )
(M)
(E )
(E )
(E )
(M)
(E )
(X)
(E )
(E )
(M)
(M)
(E )
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
(M)
(E )
(E )
(M)
(X)
(E )
(E )
(M)
(X)
(E )
(X)
(E )
(M)
(E )
(E )
(X)
(E )
(E )
(M)
(E )
18
R K E T ISelection
N G ofRa E
S E A Rstratified
C H sample
STU
proportionate
II D Y G U
Step 2: Sub-divide the club members into three homogeneous sub-groups or strata by the
language groups: English, Mandarin and others.
EnglishLanguage
Stratum
00 22 40 64 82
01 24 43 67 85
03 26 45 69 86
04 29 48 70 89
05 30 49 71 91
08 31 50 73 93
09 32 54 75 94
11 34 55 76 96
14 36 57 79 97
16 37 63 81 99
Mandarin Language
Stratum
06 35 66
07 44 68
10 47 72
13 51 77
15 53 78
19 56 80
20 58 83
25 59 87
27 61 92
33 62 98
Other Language
Stratum
.
02 42
12 46
17 52
18 60
21 65
23 74
28 84
38 88
39 90
41 95
0.2
Determine the number of sample elements (n1) to be selected from the English
language stratum. In this example, n1 = 50 x f = 50 x 0.2 =10. By using a simple
random sampling method [using a random number table] members whose numbers
are 01, 03, 16, 30, 43, 48, 50, 54, 55, 75, are selected.
Next, determine the number of sample elements (n2) from the Mandarin language
stratum. In this example, n2 = 30 x f = 30 X 0.2 = 6. By using a simple random
sampling method as before, members having numbers 10,15, 27, 51, 59, 87 are
selected from the Mandarin language stratum.
In the same manner, the number of sample elements (n3) from the Other language
stratum is calculated. In this example, n3 = 20 x f = 20 X 0.2 = 4. For this stratum,
members whose numbers are 17, 18, 28, 38 are selected
These three different sets of numbers are now aggregated to obtain the ultimate
stratified sample as shown below.
S = (01, 03, 10, 15, 16, 17, 18, 27, 28, 30, 38, 43, 48, 50, 51, 54, 55, 59, 75, 87)
20
21
RKETIN
G
R
E
S
E
A
R
C
H
S
T
U
D
Y
G
U
Example : One-stage and two-stage Cluster sampling
Consider the same Island Video Club example involving 100 club members:
Step 1: Sub-divide the club members into 5 clusters, each cluster containing 20 members.
Cluster
No.
1
2
3
4
5
English
00, 22, 40, 64, 82
01, 24, 43, 67, 85
03, 26, 45, 69, 86
04, 29, 48, 70, 89
05, 30, 49, 71, 91
08, 31, 50, 73, 93
09, 32, 54, 75, 94
11, 34, 55, 76, 96
14, 36, 57, 79, 97
16, 37, 63, 81, 99
Mandarin
06, 35, 66
07, 44, 68
10, 47, 72
13, 51, 77
15, 53, 78
19, 56, 80
20, 58, 83
25, 59, 87
27, 61, 92
33, 62, 98
Others
02, 42
12, 46
17, 52
18, 60
21, 65
23, 74
28, 84
38, 88
39, 90
41, 95
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.
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
Stratified Sampling
1. The target population is sub-divided
into a few subgroups or strata, each
containing a large number of elements.
Cluster Sampling
1. The target population is subdivided into a large number of
sub-population or clusters, each
containing a few elements.
2. Within each stratum, the elements are 2. Within each cluster, the elements
homogeneous. However, high degree of
are heterogeneous. Between
heterogeneity exists between strata.
clusters, there is a high degree of
homogeneity.
3. A sample element is selected each time. 3. A cluster is selected each time.
4. Less sampling error.
4. More prone to sampling error.
5. Objective is to increase precision.
5. Objective is to increase sampling
efficiency by decreasing cost.
23
R K E T I N G R E SAREA
E ASAMPLING
RCH STUDY GU
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
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
R K E T I N G R E SQuota
E ASampling
RCH STUDY GU
To select a quota sample comprising 3000 persons in country X using three control
characteristics: sex, age and level of education.
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
Population
Distribution
Sample Elements
Gender: ....
.................
Male......................
Female ..................
50.7%
49.3%
Male
Female
Age: .........
.................
.................
13.4%
53.3%
33.3%
20-29 years
30-39 years
40 years & over
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
27
Probability
sampling
Conclusive
Evaluation Criteria
sampling
Nature of research
Non-probability
Exploratory
Relative magnitude
errors
sampling vs.
non-sampling error
Larger sampling
Larger non-sampling
error
High
[Heterogeneous]
Population variability
Favorable
Statistical Considerations
Unfavorable
High
Sophistication Needed
Low
Relatively Longer
High
Low
[Homogeneous]
Time
Budget Needed
Relatively shorter
Low
28