Sampling Theory and Methods

This set of flashcards covers key vocabulary and concepts related to sampling theory and methods in marketing research.

Simple Random Sampling

Every unit has a known and equal chance of being selected from the population.

Systematic Random Sampling

Requires the target population to be ordered, allowing samples to be drawn at regular intervals.

Stratified Random Sampling

Divides the population into strata and samples from each stratum to ensure representation.

Cluster Sampling

Involves dividing the population into clusters, from which entire clusters are randomly selected.

Convenience Sampling

Samples drawn based on the ease of access rather than random selection.

Judgmental Sampling

Relies on the researcher's judgment to select a representative sample.

Quota Sampling

Involves selecting samples based on pre-specified quotas for certain characteristics.

Snowball Sampling

A method where existing respondents recruit additional participants from their networks.

Probability Sampling

Sampling methods where every unit has a known chance of being selected.

Nonprobability Sampling

Sampling methods where the probability of selection is not known, often relying on subjective judgment.

Sampling Frame

A list of all eligible sampling units needed for conducting a sampling study.

Sampling Error

Bias resulting from mistakes in the sample selection process, leading to inaccuracies.

Nonsampling Error

Errors that occur regardless of whether a sample or census is used, affecting data accuracy.

Sample Size

The number of observations in a sample, important for ensuring adequate representation.

Margin of Error

The range within which the true population parameter is expected to fall.

Population Standard Deviation

A measure of the dispersion of a set of values in a population.

Confidence Level

The probability that the population parameter will fall within the margin of error.

Census

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

Operational Plan

A detailed strategy for executing the data collection process in sampling.