16-sampling designs and procedures.ppt

文档介绍：Exploring Marketing ResearchWilliam G. Zikmund
Chapter 16:
Sampling Designs
and Sampling Procedures
Sample
Subset of a larger population
Population
plete Group
People
Sales Territories
Stores
Census
Investigation of all individual elements that make up a population
Define the target population
Select a sampling frame
Conduct fieldwork
Determine if a probability or nonprobability
sampling method will be chosen
Plan procedure
for selecting sampling units
Determine sample size
Select actual sampling units
Stages in the
Selection
of a Sample
Target Population
Relevant Population
Operationally ic Book Reader?
Sampling Frame
A list of elements from which the sample may be drawn
Working Population
Mailing Lists - Data Base Marketers
Sampling Frame Error
Sampling Units
Group selected for the sample
Primary Sampling Units (PSU)
Secondary Sampling Units
Tertiary Sampling Units
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
Systematic Errors
Nonsampling errors
Unrepresentative sample results
Not due to chance
Due to study design or imperfections in execution