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Marketing Research-Sampling (Defining the Population. (No estimate taken…
Marketing Research-Sampling
Sample Design
Sample structure
Plan for analyzing and and interpreting the results.
Method of Design
Defining the Population.
No estimate taken from a sample is expected to be exact
The confidence level is the likelihood that the results obtained from the sample lie within a required precision
To lower the margin of error usually requires a larger sample size
Population size does not normally affect sample size
Types of Sampling
Cluster sampling
Advantages
Quick and easy
Doesn't need complete population information
Good for face-to-face survey
Disadvantages
Expensive if the clusters are large
Greater risk of sampling error
Judgement sampling
Advantages
Good for providing illustrative examples or case studies
Disadvantages
Very prone to bias
Samples often small
Cannot extrapolate from sample
Convenience sampling
Advantages
Subjects are readily available
Large amounts of information can be gathered quickly
Disadvantages
The sample is not representative of the entire population, so results can't speak for them - inferences are limited. future data
Prone to volunteer bias
Types of Sampling
Quota sampling
Disadvantages
Not random, so some risk of bias
Need to understand the population to be able to identify the basis of stratification
Systematic sampling
Advantages
Easier to extract the sample than via simple random
Ensures sample is spread across the population
Disadvantages
Can be costly and time-consuming if the sample is not conveniently located
Simply random sampling
Advantages
Simple to design and interpret
Can calculate both estimate of the population and sampling error
Disadvantages
Need a complete and accurate population listing
May not be practical if the sample requires lots of small visits over the country