MARK 302 Chapter 11: Chapter 11: Basic Sampling Issues (McDaniel: Marketing Research Essentials, 2nd Canadian ed)
18 Oct 2016
School
Department
Course
Professor
Document Summary
Sampling - process of obtaining info from subset of larger group. Population (of interest) - entire group of elements about whom info is needed, also called universe/population of interest. Sampling process: define population of interest, involves defining target market for product or service in question. Sample - subset of all members of a population of interest. Census - collection of data obtained from every or almost every member of the population of interest. Sample can be more accurate than census because of greater potential for biases and errors during data collection in census. Developing a sampling plan: define the population of interest, choose a data-collection method, identify a sampling frame, select a sampling method, determine the sample size, develop operational procedures for selecting sample elements, execute operational sampling plan. Use screening questions to screen out potential candidates. Should also define characteristics of individuals who should be excluded.
