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Marketing Research
Chapter 13: Basic Sampling Issues
20
Marketing
Undergraduate 3
03/27/2013

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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 from which information is needed
Term
sampling frame
Definition
population elements from which units to be sampled can be selected
Term
random-digit dialing
Definition
method of generating lists of telephone numbers at random
Term
probability samples
Definition
every element of the population has a known, non-zero likelyhood of seletion

drawn using a skip interval
Term
non-probability samples
Definition
specific elements from the population have been selected at random

less expensive, most convienient, least time consuming
Term
sample size
Definition
the identified and selected population subset for the survey

represents entire group
Term
population parameter
Definition
a value that accurately portrays or typifies a factor of a complete population.

"average age or income"
Term
sampling error
Definition
error that occurs because the sample selected does is not perfectly representative of the population
Term
nonsampling errors
Definition
all other errors; aka measurement errors
Term
simple random sample
Definition
everyone gets a number, random number generator selects elements included

probability
Term
systematic sampling
Definition
entire population is numbered, elements selected by skip interval

probability
Term
stratified sample
Definition
probability sample that is forced to be more representative through simple random sampling of mutually exclusive and exhaustive subsets
Term
proportional allocation
Definition
number of elements selected from a stratum proportional to size of stratum, relative to size of the population
Term
cluster sample
Definition
probability sample, units selected from a number of small geographic areas to reduce data collection costs
Term
multistage area sampling
Definition
geographic areas selected from smaller populations. starts from county, narrows down to neighborhood, then select homes
Term
convenience samples
Definition
non-probability sampling, based on using people who are easily accessible
Term
judgement samples
Definition
nonprobability samples, selection criterion based on the researchers professional judgement about representativeness of population
Term
quota samples
Definition
non probability samples, based on demographic or classification factors selected by researcher
Term
snowball sampling
Definition
Non-probability samples in which selection of additional respondents is based on referrals from the initial respondents.

appropriate for rare population (rocket scientists)
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