Chapter 12

Determining the Sample

Plan
Basic Concepts in Samples and Sampling
The Sample Plan is the process followed to select
units from the population to be used in the sample

Population: set of all objects that possess some
characteristics which are common and are relevant
to a research problem
the entire group under study as defined by research
objectives. Sometimes called the universe.

Researchers define populations in specific terms
such as heads of households, individual person
types, families, types of retail outlets, etc.


Basic Concepts in Samples and Sampling
Sample: a subset of the population that should
represent the entire group
Sample unit: the basic level of
investigationconsumers, store managers, shelf-
facings, teens, etc. The research objective
should define the sample unit
Census: an accounting of the complete
population
Basic Concepts in Samples and
Samplingcont.
Sampling error: any error that occurs in a survey
because a sample is used (random error)
Sample frame: a master list of the population
(total or partial) from which the sample will be
drawn
Sample frame error (SFE): the degree to which
the sample frame fails to account for all of the
defined units in the population (e.g a telephone
book listing does not contain unlisted numbers)
leading to sampling frame error.
Reasons for Taking a Sample
Practical considerations such as cost and
population size
Inability of researcher to analyze large quantities
of data potentially generated by a census
Samples can produce sound results if proper
rules are followed for the draw
Basic Sampling Classifications
Probability samples: ones in which members of
the population have a known chance (probability)
of being selected

Non-probability samples: instances in which the
chances (probability) of selecting members from
the population are unknown
Probability Sampling Methods
Simple Random Sampling
Simple random sampling: the probability of being
selected is known and equal for all members of the
population
Blind Draw Method (e.g. names placed in a hat
and then drawn randomly)
Random Numbers Method (all items in the
sampling frame given numbers, numbers then
drawn using table or computer program)
Advantages:
Known and equal chance of selection
Easy method when there is an electronic database


Probability Sampling Methods
Simple Random Sampling
Disadvantages: (Overcome with electronic database)
Complete accounting of population needed
Cumbersome to provide unique designations to
every population member

Probability Sampling Methods
Systematic Sampling (A Cluster Method)
Systematic sampling: way to select a probability-
based sample from a directory or list. This
method is at times more efficient than simple
random sampling. This is a type of cluster
sampling method.
Sampling interval (SI) = population list size (N)
divided by a pre-determined sample size (n)
How to draw: 1) calculate SI, 2) select a
number between 1 and SI randomly, 3) go to
this number as the starting point and the item
on the list here is the first in the sample, 4) add
SI to the position number of this item and the
new position will be the second sampled item,
5) continue this process until desired sample
size is reached.

Probability Sampling Methods
Systematic Sampling
Advantages:
Known and equal chance of any of the SI
clusters being selected
Efficiency..
Less expensivefaster than SRS
Disadvantages:
Potential periodicity problems
Probability Sampling Methods
Cluster Sampling
Cluster sampling: method by which the
population is divided into groups (clusters), any
of which can be considered a representative
sample. These clusters are mini-populations and
therefore are heterogeneous. Once clusters are
established a random draw is done to select one
(or more) clusters to represent the population.
Area and systematic sampling (discussed earlier)
are two common methods.
Area sampling

Probability Sampling Methods
Cluster Sampling
Advantages
Economic efficiency faster and less
expensive than SRS
Does not require a list of all members of the
universe

Disadvantage:
Cluster specification errorthe more
homogeneous the cluster chosen, the more
imprecise the sample results
Probability Sampling Methods
Cluster Sampling Area Method
Drawing the area sample:

Divide the geo area into sectors (subareas)
and give them names/numbers, determine how
many sectors are to be sampled (typically a
judgment call), randomly select these
subareas. Do either a census or a systematic
draw within each area.

Probability Sampling Methods
Stratified Sampling Method
This method is used when the population distribution
of items is skewed. It allows us to draw a more
representative sample. Hence if there are more of
certain type of item in the population the sample has
more of this type and if there are fewer of another
type, there are fewer in the sample.
Probability Sampling Methods
Stratified Sampling
Stratified sampling: the population is separated
into homogeneous groups/segments/strata and a
sample is taken from each. The results are then
combined to get the picture of the total
population.
Sample stratum size determination
Proportional method (stratum share of total
sample is stratum share of total population)
Disproportionate method (variances among
strata affect sample size for each stratum)
Probability Sampling Methods
Stratified Sampling

Advantage:
More accurate overall sample of skewed
populationsee next slide for WHY
Disadvantage:
More complex sampling plan requiring
different sample sizes for each stratum
Non probability sampling methods
Nonprobability Sampling Methods
Convenience Sampling Method
Convenience samples: samples drawn at the
convenience of the interviewer. People tend to
make the selection at familiar locations and to
choose respondents who are like themselves.
Error occurs 1) in the form of members of the
population who are infrequent or nonusers of
that location and 2) who are not typical in the
population
Nonprobability Sampling Methods
Judgment Sampling Method
J udgement samples: samples that require a
judgment or an educated guess on the part of
the interviewer as to who should represent the
population. Also, judges (informed individuals)
may be asked to suggest who should be in the
sample.
Subjectivity enters in here, and certain
members of the population will have a smaller
or no chance of selection compared to others
Nonprobabilty Sampling Methods
Referral and Quota Sampling Methods
Referral samples (snowball samples): samples which
require respondents to provide the names of
additional respondents
Members of the population who are less known,
disliked, or whose opinions conflict with the
respondent have a low probability of being
selected.
Quota samples: samples that set a specific number
of certain types of individuals to be interviewed
Online Sampling Techniques
Random online intercept sampling: relies on a
random selection of Web site visitors
Invitation online sampling: is when potential
respondents are alerted that they may fill out a
questionnaire that is hosted at a specific Web site
Online panel sampling: refers to consumer or
other respondent panels that are set up by
marketing research companies for the explicit
purpose of conducting online surveys with
representative samples
Developing a Sample Plan or sampling process
Sample plan: definite sequence of steps that the
researcher goes through in order to draw and
ultimately arrive at the final sample

Developing a Sample Plan
Six steps
Step 1: Define the target population.
Specify the descriptors, geographic
locations, and time for the sampling
units.
Step 2: Obtain a population list, if possible;
may only be some type of sample
frame
List brokers, government units,
customer lists, competitors lists,
association lists, directories, etc.

Developing a Sample Plan
Six steps continued
Step 3: Design the sample method (size and
method).
Determine specific sampling method
to be used. All necessary steps must
be specified (sample frame, n,
recontacts, and replacements)
Step 4: Draw the sample.
Select the sample unit and gain the
information
Developing a Sample Plan
Six stepsconcluded
Step 4 (Continued):
Oversampling
Resampling
Step 5: Assess the sample.
Sample validation compare sample
profile with population profile; check
non-responders
Step 6: Resample if necessary.