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Sampling:
Design and Procedures
Chapter Outline
1) Overview
2) Sample
3) The Sampling Design Process
i.
ii.
iii.
iv.
v.
Chapter Outline
4) A Classification of Sampling Techniques
Nonprobability Sampling Techniques
i.
a.
Convenience Sampling
b.
Judgmental Sampling
c.
Quota Sampling
d.
Snowball Sampling
ii.
a.
b.
Systematic Sampling
c.
Stratified Sampling
d.
Cluster Sampling
Sample
A group that is selected to study as a
representative of the true population for a given
experiment. The study is often conducted to
understand how the population will react to an
item by first testing it on a sample that
represents the population that the item will
target.
Define the
Population
Determine the Sampling
Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process
Classification of Sampling
Techniques
Fig. 11.2
Sampling
Techniques
Probability
Sampling
Techniques
Nonprobability
Sampling
Techniques
Convenience Judgmental
Sampling
Sampling
Simple
Random
Sampling
Systematic
Sampling
Quota
Sampling
Stratified
Sampling
Snowball
Sampling
Convenience Sampling
Convenience sampling attempts to obtain a
sample of convenient elements. Often,
respondents are selected because they happen
to be in the right place at the right time.
Judgmental Sampling
Judgmental sampling is a form of
convenience sampling in which the population
elements are selected based on the judgment
of the researcher.
test markets
purchase engineers selected in industrial
marketing research
bellwether precincts selected in voting
behavior research
expert witnesses used in court
Quota Sampling
Quota sampling may be viewed as two-stage restricted
judgmental sampling.
The first stage consists of developing control categories, or
quotas, of population elements.
In the second stage, sample elements are selected based on
convenience or judgment.
Population
composition
Control
Characteristic Percentage
Sex
Male
48
Female
52
____
100
Sample
composition
Percentage
Number
48
52
____
100
480
520
____
1000
Snowball Sampling
In snowball sampling, an initial group of
respondents is selected, usually at random.
Systematic Sampling
Stratified Sampling
Stratified Sampling
Cluster Sampling
Cluster Sampling
One-Stage
Sampling
Two-Stage
Sampling
Simple
Cluster
Sampling
Multistage
Sampling
Probability
Proportionate
to Size Sampling
Technique
Strengths
NonprobabilitySampling
Conveniencesampling
Leastexpensive,least
timeconsuming,most
convenient
Lowcost,convenient,
nottimeconsuming
Samplecanbecontrolled
forcertaincharacteristics
Canestimaterare
characteristics
Selectionbias,samplenot
representative,notrecommended
fordescriptiveorcausalresearch
Doesnotallowgeneralization,
subjective
Selectionbias,noassuranceof
representativeness
Timeconsuming
Easilyunderstood,
resultsprojectable
Difficulttoconstructsampling
frame,expensive,
lowerprecision,
noassuranceof
representativeness.
Candecrease
representativeness
Judgmentalsampling
Quotasampling
Snowballsampling
Probabilitysampling
Simplerandomsampling
(SRS)
Systematicsampling
Stratifiedsampling
Clustersampling
Canincrease
representativeness,
easiertoimplementthan
SRS,samplingframenot
necessary
Includeallimportant
subpopulations,
precision
Easytoimplement,cost
effective
Weaknesses
Difficulttoselectrelevant
stratificationvariables,notfeasibleto
stratifyonmanyvariables,expensive
Imprecise,difficulttocomputeand
interpretresults
Simple Random
Sampling
Systematic
Sampling
Stratified
Sampling
Cluster
Sampling
Cluster
Sampling