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Marketing Research
CH. 13
23
Marketing
Undergraduate 3
02/18/2011

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Term
Sampling
Definition
Process of obtaining information from a subset of a larger group.
Term
Population
Definition
Entire group of people about whom information is needed; also called universe or population of interest.
Term
Census
Definition
Collection of data obtained from or about every member of the population of interest.
Term
Sample
Definition
Subset of all the members of a population of interest.
Term
Sampling Frame
Definition
List of population elements from which units to be sampled can be selected or a specified procedure for generating such a list.
Term
Random-Digit Dialing
Definition
Method of generating lists of telephone numbers at random.
Term
Probability Samples
Definition
Samples in which every element of the population has a known, nonzero likelihood of selection.
Term
Nonprobability Samples
Definition
Samples in which specific elements from the population have been selected in a nonrandom manner.
Term
Sample Size
Definition
The identified and selected population subset for the survey, chosen because it represents the entire group.
Term
Population Parameter
Definition
A value that accurately portrays or typifies a factor of a complete population, such as average age or income.
Term
Sampling Error
Definition
Error that occurs because the sample selected is not perfectly representative of the population.
Term
Nonsampling Error
Definition
All error other than sampling error; also called measurement error.
Term
Simple Random Sample
Definition
Probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select specific elements for inclusion in the sample.
Term
Systematic Sampling
Definition
Probability samplin gin which the entire population is numbered and elements are selected using a skip interval.
Term
Stratified Sample
Definition
Probability sample that is forced to be more representative though simple random sampling of mutually exclusive and exhaustive subsets.
Term
Proportional Allocation
Definition
Sampling in which the number of elements selected from a stratum is directly proportional to the size of the population.
Term
Disproportional, or Optimal, Allocation
Definition
Sampling in which the number of elements taken from a given stratum is proportional to the relative size of the stratum and the standard deviation of the characteristic under consideration.
Term
Cluster Sample
Definition
Probability sample in which the sampling units are selected from a number of small geographic areas to reduce data collection costs.
Term
Multistage Area Sampling
Definition
Geographic areas selected for national or regional surveys in progressively smaller population units, such as counties, then residential blocks, then homes.
Term
Convience Samples
Definition
nonprobability samples based on using people who are easily accessible.
Term
Judgement Samples
Definition
Nonprobability samples based on the researcher's personal judgement about the representativeness of the population under study.
Term
Quota Samples
Definition
Nonprobability samples in which quotas, based on demographic or classification factors selected by the researcher are established for population subgroups.
Term
Snowball Samples
Definition
Nonprobability samples in which additional respondents are selected based on referrals from intitial respondents.
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