MKT 473 Lecture Notes - Lecture 11: Nonprobability Sampling, Multistage Sampling, Sampling Frame

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9 May 2017
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The entire group of people about whom information is needed; also called the universe or population of interest: sampling: The process of obtaining information from a subset of a larger group. Data collection from or about every member of the population of interest. Also called canvassing the population by asking everyone a set of questions: sample: A subset of all the members of a population of interest. Hopefully that subset is statistically representative of the general population. Developing a sample plan: step 1: define the population of interest. Determine the characteristics of those you are interested in studying. Determine which group of people or entities about which you want to learn more: step 2: choose a data-collection method. Determine how you collect the sample such as mail, internet, telephone: step 3: identify a sampling frame. A list of population elements from which units to be sampled can be selected: step 4: select a sampling method.

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