Sampling

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Contents
Introduction Need for sampling in research Sampling process Internet sampling and its advantages
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What is sampling ?
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.

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Questions that come in mind..

How can a sample be chosen ? What should be the size of sample ? Should it be a heterogenous or

homogenous sample based on age sex, income level ?

What are the possibilties of deviation or
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sampling error ?

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Definition
Sampling is a method of obtaining

information from a portion of the larger group of population.

Population : A research population is

generally a large collection of individuals or objects that is the main focus of a scientific query.

Sampling framewhich has the property 4/28/12

that we can identify every single element and

Precision:Precision is a measure of how

close an estimate is expected to be, to the true value of a parameter. Precision is a measure of similarity.

Sampling error : In sampling contexts, the

standard error is calledsampling error. Sampling error gives us some idea of the precision of our statistical estimate. A low sampling error means that we had relatively less variability or range in the sampling 4/28/12

SAMPLING PROCESS
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Steps in sampling
Defining the target

population.
Specifying the sampling

frame.
Specifying the sampling unit. Selection of the sampling

method.
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Advantages of sampling

Reduced costs Reduced time Click to edit Master subtitle style Greater accuracy Greater depth of information Reduced human error

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Internet sampling
It is a process of obtaining information about an

entire population by examining only part of it using internet.

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Sources of internet sample

Website directories Email directories Hypertext links Browsing software Interest group member

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Inter net Questionnaires

Web Page Questionnaires
Open Closed Hidden

E-Mail Questionnaires
q Simple q Attachment q URL embedded
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Advantages of internet sampling

n n n n n n

Large samples Low cost High speed of data transfer and analysis Flexibility in questionnaire handling and walkthrough Easy to send memo Quick, easy and cheap feedback

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Disadvantages of internet sampling

n n n

Partial coverage (only those who are accessible to the Internet) We cannot be sure no one has answered to more than one questionnaire? It all narrows the reliability of the results, analysis, conclusions and forecast

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PROBABILITY SAMPLING TECHNIQUE o Simple Random Sampling o Systematic Sampling o Stratified Sampling o Cluster(Area) Sampling

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Simple Random Sampling

Simplest form Each element has a known and equal

probability of selection.

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Systematic Sampling
Units in population are randomly arranged wrt

to the area of study.

Advantage: o Only one random variable required. o More accurate than simple random sampling.

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Contd..
Steps: I. I. I. I.

Number the population from 1 to N Select Sample size (n) Interval size, k= N/n Randomly select an integer between 1 to k

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Contd..

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Stratified Sampling
Stratification is the process of dividing

members of the population into homogeneous subgroups.

Proportionate or Disproportionate
Strata should be mutually exclusive No population element can be excluded

Adv: Precise, specific training can be done,

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better coverage

Cluster Sampling
Used in case of huge geographic spread e.g.:

Country, State etc.

Population is divided in to clusters and some

clusters are randomly selected

No units from non-selected clusters are

included in the sample. Sampling.

1 stage/2 stage/Multiple stage Cluster

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NON PROBABILITY SAMPLING

-relies on the personal judgment of the researcher rather than chance to select sample elements. population characteristics.

Click to edit Master subtitlegood estimates of the -samples may yield style

- The estimates obtained are not statistically projectable to the population.

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WHEN TO USE NONPROBABILITY SAMPLING

When demonstrating that a particular trait

exists in the population.

When the researcher aims to do

aqualitative,pilotor exploratory study.

When randomization is impossible like

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when the population is almost limitless.

Contd..
When the research does not aim to

generate results that will be used to create generalizationspertaining to the entire population.
When the researcher has limited budget,

time and workforce.

This technique can also be used in an

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initial study which will be carried out again

NON PROBABILITY SAMPLING TECHNIQUES Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling
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CONVENIENCE SAMPLING

A non probability sampling technique that

attempts to obtain a sample of convenient elements

The selection of sampling units is left

primarily to the interviewer

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ADVANTAGES DISADVANTAGES
*Least expensive *Least time consuming *Sampling units are -Accessible
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*Selection Bias *Not appropriate for population inferences

projects involving

*Not recommended for

JUDGMENTAL SAMPLING

A form of convenience sampling in which the population are purposely selected based on the judgment of the researcher Examples
Test markets

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Quota Sampling
Non probability sampling Two stage technique Stage 1: Developing control categories or

quotas of population elements.

Stage 2: Sample elements are selected

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on convenience sampling or

Snowball Sampling
Non probability sampling Initial group of respondents are selected

randomly.

Subsequent groups respondents are based

on referrals or information provided by initial respondents.

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