SECTION III: SAMPLE DESIGN

COVERAGE IN TOPIC:
1. Concept of Sampling & Meaning 2. Population and sampling 3. Sampling frame 4. Sampling Unit (the respondent we want to meet may be a family or an Individual. Probability Sampling and Non-Probability. 5. Methods of Sampling Two Types:

1. SAMPLING CONCEPT:
A Sample out of population is a predefined set of potential respondents in a geographical area. The most common sampling element in Marketing Research is Human Respondent who could be : -Consumer, -A potential Consumer, -A Dealer or Retailer -A person exposed to an advertisement.

Other sampling may be from : -Companies, or - Families, or - Households, or - Retail-Stores and so on. 2. POPULATION : Population means not the entire population of a given geographical area. But it is a set of potential respondents in a geographical area.

 For Example : (a) All mothers who buy branded BABYFOOD in a given area ( say in a district or a city area). country. Cream PALMOLIVE.

(b) All teenagers who watch MTV in the (c) All adult males who use the Shaving

 (d) 3.

All College going students who use LAPTOPS. SAMPLING FRAME:

Sampling frame means a subset of the defined target population, from which we can select a sample for our research. Example: Use of Telephone Directory of Jaipur to be used as Adult Residents of Jaipur

 A sampling frame is usually a practical listing of the population, or a definition of the persons or areas which can be used for the sampling exercise. In Jaipur- Persons can be Doctors, Engineers, Advocates, Professors, Govt. Employees etc. Raja- Park, Bapu Nagar etc.

Areas may be -- C-Scheme, Bani-Park,

 4. SAMPLING UNIT:
In Marketing Research, there is a multi-stage selection of sample unit. Ist Stage Select Area - Bani Park IInd Stage Specific block- Near Collectorate IIIrd Stage may select -Names of Apartm. Apartments- Street/Lane H.No.

IVth Stage Reach to Indvi. Respondent (Other Example: SHG-Bank Linkage)

 SAMPLE SIZE CALCULATION : Question : What should be the size of sample in Research Studies ? on or will depend on following: (a) a blend of using different formulae, (say 5% of population) (b) experience of similar studies, (how others have taken sample) Ans.: Sample size determination is based

(c) Time & Budget constraints, (d) Few other elements Number of segments of the Target Population or Number of centers of study. (e) Analysis Requirement.

 5. METHODS OF SAMPLING: There are two Methods of sampling (a) Probability Sampling (b) Non-Probability Sampling. :-

(a) Probability Sampling:- In probable sampling technique each sampling unit (household or individual) has a known probability of being included in the sample.

 Probability of inclusion in sample sometimes it is equal and sometime it is unequal. Probable samples are unbiased. The major types of probability sampling techniques are as under : 1. Simple Random Sampling. 2. Stratified random sampling 3. Cluster sampling 4. Systematic sampling 5. Multistage or Combination sampling.

 (b) Non-probability sampling Techniques: (1) Quota Sampling ( a fixed number) (2) Judgment sampling (3) Convenience Sampling (4) Snowball Sampling.

Now, we will discuss these sampling techniques in detail one by one as under:

1. SIMPLE RANDOM SAMPLING:

When we select randomly the required number of sample of unit out of a total number of units, it is termed as simple random sample. (any 5 students in class) For example : the average income level of 100 employees of a Company can be known by writing number 1 to 100 on a slip of paper and their income is written on it by them.Then, if we need a quick estimate

 then we have to decide with a sample of any 5/10 slips of paper out of 100 (after mixing them by shuffling) and use these employees as our sample for knowing their average income. It is known as simple random sampling. For the same information if we interview all the 100 employees, and collect the information then it will take

 more time. Simple Random sample is more useful where exact number of respondents are not known and we require certain sample. In this technique, the total target population is divided into Strata or Segments on the basis of some important variables (Variables may be Age, Income, education level Science, Commerce, Arts, Engineering etc.).

2. STRATIFIED RANDOM SAMPLING:

 For Example: a consumer population may be divided into Age brackets of below 25 years, 25 to 40 years and above 40 years. Then, a sample is taken from each of the segment defined (3 segments). Then as per need sample can be taken from each segment. This type of sampling is known as Stratified Random Sampling.

 Example:2: Total population of a Block or Area is 50,000. Block or Area is divided into 10 segments. 5% sample is decided to be taken by the Researcher. Total sample would be 2,500. Thus, 250 sample from each segment (10) will be taken. We can take proportionate sample also based on population of the Block or Area.

Most of the population do not fall into extreme zones, and generally Stratified Sampling is the most efficient method of probabilistic sampling, if it is feasible.

3. CLUSTER SAMPLING/AREA SAMPLING: In Cluster Sampling a group of objects/Units for sampling is selected.

A Cluster is a group of sampling units or elements, which can be identified, listed, and a sample of which can be chosen. (Example: Selection of MBA students from different MBA/PGDM Institutions in Jaipur) Cluster represents -(i) Geographical Areas,( say a village/Block/Town/District etc.) -(ii) Membership of some Group: CA, CS Members of Lions Club etc. -(iii) Members of Cultural Club.

 (iv) Members of Sports Club. (v) Members of some Social Organization e.g. Agrawal Samaj/Jain Samaj etc. (vi) MP/MLA etc. Marketing Researchers use cluster of Households, located in a city or block or colony or any specified area. When the Clusters are selected on the basis of Geographical area, it is also called Area Sampling. You can define the area.

 In Cluster Sampling the Researcher should: (i)Prepare a list of all available clusters (ii) All Clusters should be numbered as 1,2,3,4,5,6,7,8,9,10,11,12, and so on. (iii) A sample of clusters (number to be decided by Researcher) should be randomly drawn say2,4,6,8,10,12 etc. or 1,3,5,7,9,11 etc.

 (iv) All sampling units/elements such as Household in the selected clusters should be chosen to be a part of the sample. Advantage of Cluster Sampling: It is usually low cost oriented; It is convenient to Researcher;

Disadvantage:- Members of cluster tend to be similar same socio-economic background, similar tastes, and buying behaviour.

4. SYSTEMATIC SAMPLING:
Systematic Sampling is just like simple random sampling. Here we decide sample size. We divide the total population into parts.

Example of IRM: IRM, Jaipur have 360 students in the Institute. For research purpose, we need a sample of 20 students out of 360.

 The sampling fraction is 360/20 which means 1 out of every18 students will be selected on an average basis. We divide the list of 360 into 18 parts. Out of the first 18 students we choose any one at random. Let us say, we choose student Number 9 (all students are listed from No.1 to 360).

 We choose student numbers 9 + 18 then 9 + 18 + 18 and so on in a systematic sampling plan. Thereafter the selected students will be numbered as 9,27,45,63,81,99,117,135,153,171,189, 207, 225,243, 261, 279, 297, 315 ,333, and 351 (total 20 students).

 All these 20 students will be sample for the study which is known as systematic sampling. 5. MULTI-STAGE OR COMBINATION SAMPLING: (a) In this type of Sampling combination of any two or more than two sampling methods is used, e.g. Combination of Cluster sampling and Stratified random

 (segment) sampling. (b) We have combined TWO or more different methods of probability sampling. (c) This type of sampling is used when it is done at National Level Research. In such a research, we may divide India into 5 Metro Clusters, then 20 Class A towns/Cities, and then 200 Class B towns/Cities.

At Ist Stage: 5 Metro Clusters 20 Class A Towns/Cities 200 Class B Towns/Cities

At 2nd Stage: (Out of Ist stage) 1 Metro Cluster 3 Class A Towns/Cities 10 Class B Towns/Cities

 In 2nd Stage we may have sample plan as Stratified/Segment Sampling. In 3rd Stage we may decide about House-hold Income or Age of Respondents where the cluster sampling can be used by the researcher. Thus, at different stages, we may use different sampling methods to complete the Research work.

NON-PROBABILITY SAMPLING TECHNIQUES:

Question : When we use Non-probability Sampling Technique/Method? Answer: When it is not feasible to use probability based methods, researcher may use Non-probability methods. For approximate sampling sometimes Researcher use the Non-probability Sampling methods, and these are as under :-

1. Quota Sampling :- Quota sampling is just like Segment sampling. As per the judgment and Researcher the sample is taken in quota sampling method. 2. Judgment Sampling:- The Researcher choose the sample as per his choice and judgment. Thus, biasness of Researcher is there.

3. Convenience Sampling:- This type of sampling is taken by Researcher as per his convenience. Example: TV Reporters take sample interview in the market which is convenient to him. Whosoever meets the TV reporter, he takes interview and record the matter. Proper identification or selection is not done in this method.

4. Snowball Sampling :- One respondent is selected to generate names of others is called snowballing. In this type of sampling the respondents are having net-working and they all know each other. This type of sampling is done where population is small and are selective. For Example : 1. Golf-players. 2. Pilots of Airlines

3. Owners of Honda City Car. 4. Owners of Mercedeze Benz Car.

ERRORS IN MARKETING RESEARCH: Two Types of Errors may be there: (i) Sampling Error: Such error is done by the Researcher. It is controllable.

(ii) Non-sampling Error:- Error done by Interviewer, or data entry operator or the Researcher himself.

 Examples of such Errors: (1) Interchange of column Yes or No. (2) Not filling data in field. (3) Cheating by Interviewer (data filled without taking interview of the respondents. =======