Sampling Theory and Methods in Marketing Research

These flashcards cover essential vocabulary related to sampling theory and methods as discussed in marketing research.

Sampling

The process of selecting a relatively small number of elements from a larger defined group to make accurate judgments about that group.

Census

A research study that includes data about every member of the defined target population.

Sampling Frame

A list of all eligible sampling units that the researcher develops for the sampling process.

Population

An identifiable group of elements of interest to the researcher relevant to the information problem.

Sampling Error

Any bias resulting from mistakes in the selection process or in determining the sample size.

Probability Sampling

A sampling method where each unit in the target population has a known probability of being selected.

Nonprobability Sampling

A sampling method where the probability of selecting each sampling unit is not known.

Stratified Random Sampling

A sampling method that separates the target population into groups and selects samples from each group.

Cluster Sampling

A sampling method that divides the population into clusters and selects sampling units from these clusters.

Convenience Sampling

A nonprobability sampling method that selects samples based on the ease of access for the researcher.

Judgment Sampling

A nonprobability sampling method where the researcher selects respondents based on their judgment of their relevance to the study.

Quota Sampling

A nonprobability sampling method that involves selecting participants according to pre-specified quotas.

Snowball Sampling

A nonprobability sampling technique where existing respondents help to identify additional respondents.

Central Limit Theorem (CLT)

The theory that states the sampling distribution of the mean will be normally distributed if the sample size is sufficiently large.

Sample Size

The number of observations in a sample which can affect the accuracy of inferences made about the population.