市场营销课件英文版：16-sampling designs and procedures

1、Exploring Marketing ResearchWilliam G. Zikmund,Chapter 16: Sampling Designs and Sampling Procedures,Copyright 2000 Harcourt, Inc. All rights reserved.,Sample,Subset of a larger population,Copyright 2000 Harcourt, Inc. All rights reserved.,Population,Any Complete Group People Sales Territories Stores

2、,Copyright 2000 Harcourt, Inc. All rights reserved.,Census,Investigation of all individual elements that make up a population,Copyright 2000 Harcourt, Inc. All rights reserved.,Define the target population,Select a sampling frame,Conduct fieldwork,Determine if a probability or nonprobability samplin

3、g method will be chosen,Plan procedure for selecting sampling units,Determine sample size,Select actual sampling units,Stages in the Selection of a Sample,Copyright 2000 Harcourt, Inc. All rights reserved.,Target Population,Relevant Population Operationally Define Comic Book Reader?,Copyright 2000 H

4、arcourt, Inc. All rights reserved.,Sampling Frame,A list of elements from which the sample may be drawn Working Population Mailing Lists - Data Base Marketers Sampling Frame Error,Copyright 2000 Harcourt, Inc. All rights reserved.,Sampling Units,Group selected for the sample Primary Sampling Units (

5、PSU) Secondary Sampling Units Tertiary Sampling Units,Copyright 2000 Harcourt, Inc. All rights reserved.,Random Sampling Error,The difference between the sample results and the result of a census conducted using identical procedures Statistical fluctuation due to chance variations,Copyright 2000 Har

6、court, Inc. All rights reserved.,Systematic Errors,Nonsampling errors Unrepresentative sample results Not due to chance Due to study design or imperfections in execution,Copyright 2000 Harcourt, Inc. All rights reserved.,Errors Associated with Sampling,Sampling Frame Error Random Sampling Error Nonr

7、esponse Error,Copyright 2000 Harcourt, Inc. All rights reserved.,Two Major Categories of Sampling,Probability Sampling Known, nonzero probability for every element Nonprobability Sampling Probability of selecting any particular member is unknown,Copyright 2000 Harcourt, Inc. All rights reserved.,Non

8、probability Sampling,Convenience Judgment Quota Snowball,Copyright 2000 Harcourt, Inc. All rights reserved.,Probability Sampling,Simple Random Sample Systematic Sample Stratified Sample Cluster Sample Multistage Area Sample,Copyright 2000 Harcourt, Inc. All rights reserved.,Convenience Sampling,Also

9、 called haphazard or accidental sampling The sampling procedure of obtaining the people or units that are most conveniently available,Copyright 2000 Harcourt, Inc. All rights reserved.,Judgment Sampling,Also called purposive sampling An experienced individual selects the sample based on his or her j

10、udgment about some appropriate characteristics required of the sample member,Copyright 2000 Harcourt, Inc. All rights reserved.,Quota Sampling,Ensures that the various subgroups in a population are represented on pertinent sample characteristics To the exact extent that the investigators desire It s

11、hould not be confused with stratified sampling.,Copyright 2000 Harcourt, Inc. All rights reserved.,Snowball Sampling,A variety of procedures Initial respondents are selected by probability methods Additional respondents are obtained from information provided by the initial respondents,Copyright 2000

12、 Harcourt, Inc. All rights reserved.,Simple Random Sampling,A sampling procedure that ensures that each element in the population will have an equal chance of being included in the sample,Copyright 2000 Harcourt, Inc. All rights reserved.,Systematic Sampling,A simple process Every nth name from the

13、list will be drawn,Copyright 2000 Harcourt, Inc. All rights reserved.,Stratified Sampling,Probability sample Subsamples are drawn within different strata Each stratum is more or less equal on some characteristic Do not confuse with quota sample,Copyright 2000 Harcourt, Inc. All rights reserved.,Clus

14、ter Sampling,The purpose of cluster sampling is to sample economically while retaining the characteristics of a probability sample. The primary sampling unit is no longer the individual element in the population The primary sampling unit is a larger cluster of elements located in proximity to one an

15、other,Copyright 2000 Harcourt, Inc. All rights reserved.,Population ElementPossible Clusters in the United States,U.S. adult populationStates Counties Metropolitan Statistical Area Census tracts Blocks Households,Examples of Clusters,Copyright 2000 Harcourt, Inc. All rights reserved.,Population Elem

16、entPossible Clusters in the United States,College seniorsColleges Manufacturing firmsCounties Metropolitan Statistical Areas Localities Plants,Examples of Clusters,Copyright 2000 Harcourt, Inc. All rights reserved.,Population ElementPossible Clusters in the United States,Airline travelersAirports Planes Sports fansFootball stadiums Basketball arenas Baseball parks,Examples of Clusters,Copyright 2000 Harcourt, Inc. All rights reserved.,What is the Appropriate Sample Design?,Degree of Accuracy Resources Time Adva