Chapter 11 - Basic sampling issues. This chapter include objectives: Understand the concept of sampling, learn the steps in developing a sampling plan, understand the concepts of sampling error and nonsampling error. | Chapter Eleven 11-1 The process of obtaining information from a subset of a larger group. The entire group of people about whom information is needed; also called the universe or population of interest. Sampling Population The Concept of Sampling 11-2 Key Terms & Definitions Some examples of various populations, and how marketing people describe them might help here. Census: Data collection from or about every member of the population of interest. Also called canvassing the population by asking everyone a set of questions. Sample: A subset of all the members of a population of interest. Hopefully that subset is statistically representative of the general population. Census vs. Sample 11-3 Key Terms & Definitions Developing a Sampling Plan 11-4 Key Terms & Definitions 1. Define the Population of Interest Determine the characteristics of those you are interested in studying. Determine which group of people or entities about which you want to learn more. 2. Choose the Data . | Chapter Eleven 11-1 The process of obtaining information from a subset of a larger group. The entire group of people about whom information is needed; also called the universe or population of interest. Sampling Population The Concept of Sampling 11-2 Key Terms & Definitions Some examples of various populations, and how marketing people describe them might help here. Census: Data collection from or about every member of the population of interest. Also called canvassing the population by asking everyone a set of questions. Sample: A subset of all the members of a population of interest. Hopefully that subset is statistically representative of the general population. Census vs. Sample 11-3 Key Terms & Definitions Developing a Sampling Plan 11-4 Key Terms & Definitions 1. Define the Population of Interest Determine the characteristics of those you are interested in studying. Determine which group of people or entities about which you want to learn more. 2. Choose the Data Collection Method Determine how you collect the sample - such as mail, Internet, telephone, mall intercept, etc. 3. Identify the Sample Frame A list of population elements from which units to be sampled can be selected. Developing a Sampling Plan 11-5 Key Terms & Definitions 4. Select the Sampling Method Determine how you will get the sample list through probability or non-probability methods. 5. Determine the Sample Size What is the level of accuracy you want to achieve; the time and money you have to do the survey, and the data collection method? 6. Develop Operational Procedures This is the plan of how to go about actually choosing and interviewing the respondents. 7. Execute the Operational Plan Field workers must be trained to execute the sampling plan properly. Developing a Sampling Plan 11-6 Key Terms & Definitions 1. Defining the Population of Interest 11-7 Key Terms & Definitions You could ask the students to discuss how difficult or easy it would be to obtain samples from a .
