Tugas Personal ke-4, Minggu ke-7

(Sampling Designs and Sampling Procedures)

DAVID FRANS SITINJAK
1801437634

References : Zikmund, Babin, Carr, and Griffin. (2009). Business Research Methods. 8th
edition. Thomson South-Western. ISBN : 978-0324320626.
Chapter 16, Page 410

1. Soal (3). The two main methods used in survey research are probability sampling and
nonprobability sampling. The big difference is that in probability sampling all persons
have a chance of being selected, and results are more likely to accurately reflect the entire
population. While it would always be nice to have a probability-based sample, other
factors need to be considered (availability, cost, time, what you want to say about results).
Some additional characteristics of the two methods are listed below.
Probability Sampling
You have a complete sampling frame. You have contact information for the entire
population.
You can select a random sample from your population. Since all persons (or units)
have an equal chance of being selected for your survey, you can randomly select
participants without missing entire portions of your audience.
You can generalize your results from a random sample. With this data collection
method and a decent response rate, you can extrapolate your results to the entire
population.
Can be more expensive and time-consuming than convenience or purposive sampling.
Nonprobability Sampling
Used when there isnt an exhaustive population list available. Some units are unable
to be selected, therefore you have no way of knowing the size and effect of sampling
error (missed persons, unequal representation, etc.).
Not random.
Can be effective when trying to generate ideas and getting feedback, but you cannot
generalize your results to an entire population with a high level of confidence. Quota
samples (males and females, etc.) are an example.
More convenient and less costly, but doesnt hold up to expectations of probability
theory.
2. Soal (4). Of course, a researcher investigating a population with an extremely small
number of population elements may elect to conduct a census rather than a sample
because the cost, manpower, and time drawbacks are relatively insignificant. Thus, a
company concerned with programmer satisfaction with its personal computer networking
system may not have any pragmatic reason for avoiding in-house circulation of a
questionnaire to all 25 of its employees. However, in most situations there are many

pragmatic reasons for sampling, especially cost, resource, and time advantages. Further,
sampling can be very accurate, and in some cases more accurate than a census.
3. Soal (5). a. A citizens 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:
Those most interested in basketball or those most opposed to the financial program will
be most likely to spot the questionnaire and return it. This method of self-selection will
probably cause the sample to bias toward the two extreme groups.
b. A department store that wishes to examine whether the store is losing or gaining
customers draws a sample from its list of credit card holders by selecting every tenth
name.
Answer:
While the idea of selecting every 10th name in a systematic fashion is fine, it must be
questioned whether or not the credit card customers are representative of all of the stores
customers. If not, there will be a problem with this method of sampling.
c. A motorcycle manufacturer decided to research consumer characteristics by sending
one hundred questionnaires to each of its dealers. The dealers would then use their sales
records to track down buyers of this brand of motorcycle and distribute the
questionnaires.
Answer:
This is a poor sampling technique. The manufacturer has delegated the responsibility of
sampling to dealers who may not know anything at all about research. Some dealers may
have very accurate sales records and utilize some random process for generating 100
names. However, it is likely that some dealers would select the first 100 names or the
100 best customers or some other convenient method.
d. An advertising executive suggests that advertising effectiveness be tested in the real
world. A one-page ad is placed in a magazine. One-half of the space is used for 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 is a poor sampling design. First, only those individuals who notice the ad can be in
the sample. Thus, the sample is highly biased. Second, only those who self-select to
respond are in the sample, which biases the results even more.
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 compensated.
Answer:
This technique is often used. It is convenient for the researchers because it often
generates a group session where conversation will be lively. However, if the church
groups, clubs, etc. are unrepresentative of the population, this technique should not be
used. For example, a group having fewer working women than the population at large
may not be representative.
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:
There may be several flaws and biases resulting from a panel where shoppers are strictly
single-store shoppers. Single-store shoppers may be less deal-prone than other shoppers,
and they may be less prone to buy private label merchandise.
g. A banner ad on a business-oriented Web site reads, Are you a large company Sr.
Executive? Qualified execs receive $50 for under 10 minutes of time. Take the survey
now! Is this an appropriate way to select a sample of business executives?
Answer:
Business executives are a hard to reach population. This site clearly will not yield a
probability sample. However, it may be a cost-effective way to conduct an Internet
survey with executives. Alternatives are sampling services that sell mailing lists or
databases of names.
4. Soal (6). purposive sampling is when a researcher chooses specific people within the
population to use for a particular study or research project. Unlike random studies, which
deliberately include a diverse cross section of ages, backgrounds and cultures, the idea
behind purposive sampling is to concentrate on people with particular characteristics who
will better be able to assist with the relevant research.

For example, if you are researching workplace packages that include dental benefits,
then, logically, you would not include people who are unemployed or who have not been
offered a benefits package by their place of work; they would be unable to relate anything
relevant to your study. Rather, you would focus on people who were employed and who
had dental included in their workplace benefits package.