CMN 3155 Lecture Notes - Lecture 1: Simple Random Sample, Quota Sampling, Cluster Sampling

• School: University of Ottawa
• Department: Communication
• Course: CMN 3155
• Professor: Gordon Lucke

Document Summary

Population refers to a given boundary and a set of units within the given boundary. Census is a mechanism used to measure a population. Every 5 years in canada, and compulsory by law. The polling industry comes along to find a solution with sampling, that is the study of a subgroup. Non-probability based sampling procedures such as convenience sampling (occurs by individual selection), quota sampling or snowball (for hard to reach groups that need to be sampled ex: i(cid:374)je(cid:272)tio(cid:374) drug users, (cid:272)eos ) None of these samplings are generalizable to a general population. Fundamentally, each of these procedures has not given equal chance to members of the population to participate. Divides the population that is being studied into certain strata or segments. That is done in a way that represent the larger population). There is also cluster sampling or multiphase cluster sampling. All these procedures vary in their external validity.