Developing Sampling Plan

These flashcards cover the key concepts related to sampling in marketing research as presented in the lecture notes.

Population

All cases that meet designated specifications for membership in the group.

Sample

A subset or some part of a larger population.

Census

A type of sampling plan in which data are collected from or about each member of a population.

Population Parameter

Summary characteristics of information describing a specific population.

Sampling Frame

List of people from which the sample will be drawn.

Probability Sampling

Sampling method in which every element has a known, non-zero chance of being selected.

Non-Probability Sampling

Sampling method where the selection is based on the judgment of the researcher.

Convenience Sample

A non-probability sampling method where participants are selected based on their easy availability.

Judgment Sample

Participants selected based on an experienced individual’s opinion.

Snowball Sample

A sampling technique where existing study subjects recruit future subjects from among their acquaintances.

Quota Sample

Participants are selected according to prespecified quotas to ensure representation.

Stratified Sample

The population is divided into subgroups, and random samples are taken from each.

Cluster Sample

A method in which the population is divided into clusters and entire clusters are randomly selected.

Sampling Error

The error caused by observing a sample instead of the whole population.

Sample Size

The number of individuals included in a sample.