The sampling design process includes five steps which are closely related and are important to all aspect of the marketing research project. The five steps are: defining the target population; determining the sample frame; selecting a sampling technique; determining the sample size; and executing the sampling process.
1. Defining the Target Population: The target population is the population that the reasearcher thinks has the information he or she needs to carry out the research project.
2. Determining the Sample Frame: A sample frame is a representation of the target population.
3. Selecting a Sampling Technique: Selecting a sampling technique may require a little bit more time and may ...view middle of the document...
For example, let’s say you have a population of 1,000 people and you wish to choose a simple random sample of 50 people. First, each person is numbered 1 through 1,000. Then, you generate a list of 50 random numbers (typically with a computer program) and those individuals assigned those numbers are the ones you include in the sample.
• Easiest method of sampling and it is the most commonly used. Advantages of this technique are that
• It does not require any additional information on the frame
• it is easy to apply simple random sampling to small populations
• it can be expensive and unfeasible for large populations
Systematic sample In this type, the elements of the population are put into a list and then every kth element in the list is chosen. For example, if the population of study contained 2,000 students at a high school and the researcher wanted a sample of 100 students, the students would be put into list form and then every 20th student would be selected for inclusion in the sample.
A stratified sample is a sampling technique in which the researcher divides the entire target population into different subgroups, and then...