11 MKTG 442 - Week 7: Sampling & Survey Errors

What is sampling?

Study part of a population to estimate the whole.

What is a census?

Collect data from every population member.

Why sample instead of census?

Usually faster and cheaper.

What is the target population?

Entire group the research wants to understand.

What is a sampling frame?

List/source of eligible population members.

What is sampling error?

Sample estimate differs from true population value.

What is non-sampling error?

Bias from research design, responses, or data handling.

How can sampling error be reduced?

Larger, better-selected samples.

Probability vs nonprobability sampling?

Known selection chance vs unknown selection chance.

What is simple random sampling?

Every member has an equal known chance.

What is systematic sampling?

Choose every kth name from an ordered list.

What is stratified sampling?

Split into strata and sample each group.

What is cluster sampling?

Divide into clusters, then sample clusters.

What is area sampling?

Cluster sampling using geographic areas.

What is convenience sampling?

Select people who are easy to reach.

What is judgment sampling?

Researcher chooses people believed suitable.

What is quota sampling?

Recruit to fill set subgroup targets.

What is snowball sampling?

Participants refer other eligible people.

Three drivers of probability sample size?

Variability; confidence level; desired precision.

Higher desired confidence needs what?

A larger sample, all else equal.

Greater desired precision needs what?

A larger sample, all else equal.