Chapter 14 - Sampling fundamentals. In this chapter, the following content will be discussed: Sampling fundamentals, error in sampling, sampling process, sampling techniques, types of stratified sampling, inversely proportional stratified sampling,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Fourteen 2 Sampling Fundamentals Marketing Research 12th Edition 2 Sampling Fundamentals When is census appropriate? Population size is quite small Information is needed from every individual in the population Cost of making an incorrect decision is high Sampling errors are high 3 Marketing Research 12th Edition 3 3 Sampling Fundamentals (Contd.) When is sample appropriate? Population size is large Both cost and time associated with obtaining information from the population is high Quick decision is needed To increase response quality since more time can be spent on each interview Population being dealt with is homogeneous If census is impossible 4 Marketing Research 12th Edition 4 Error in Sampling Total Error Difference between the true value and the observed value of a variable Sampling Error Error is due to sampling Non-sampling Error Error is observed in both census and . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Fourteen 2 Sampling Fundamentals Marketing Research 12th Edition 2 Sampling Fundamentals When is census appropriate? Population size is quite small Information is needed from every individual in the population Cost of making an incorrect decision is high Sampling errors are high 3 Marketing Research 12th Edition 3 3 Sampling Fundamentals (Contd.) When is sample appropriate? Population size is large Both cost and time associated with obtaining information from the population is high Quick decision is needed To increase response quality since more time can be spent on each interview Population being dealt with is homogeneous If census is impossible 4 Marketing Research 12th Edition 4 Error in Sampling Total Error Difference between the true value and the observed value of a variable Sampling Error Error is due to sampling Non-sampling Error Error is observed in both census and sample 5 Marketing Research 12th Edition 5 Error in Sampling (contd.) 6 Marketing Research 12th Edition 6 Sampling Process Determining Target Population Well thought out research objectives Consider all alternatives Know your market Consider the appropriate sampling unit Specify clearly what is excluded Should be reproducible Consider convenience 7 Marketing Research 12th Edition 7 7 Sampling Process (Contd.) Determining Sampling Frame List of population members used to obtain a sample Issues: Obtaining appropriate lists Dealing with population sampling frame differences Superset problem Intersection problem Selecting a Sampling Procedure Choose between Bayesian and Traditional sampling procedure Decide whether to sample with or without replacement 8 Marketing Research 12th Edition 8 9 The Sampling Process Marketing Research 12th Edition 9 Sampling Techniques 10 Marketing Research 12th Edition 10 Types of Stratified Sampling Proportionate Stratified Sampling Number of objects/sampling units
