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Sampling. Target Population and Sampling Frame. Specification of population of interest is the most important step. Sampling frame should enumerate that population Target population Shoppers at Santa Monica Place Sampling Frame Time? Place?. Target Population and Sampling Frame.

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Sampling

Sampling

264a Marketing Research


Target population and sampling frame
Target Population and Sampling Frame

  • Specification of population of interest is the most important step.

  • Sampling frame should enumerate that population

    • Target population

      • Shoppers at Santa Monica Place

    • Sampling Frame

      • Time? Place?

264a Marketing Research


Target population and sampling frame1
Target Population and Sampling Frame

  • The United States Army begins a national search for eligible recruits.

  • A professional golfer begins a national campaign to sell his latest instructional video.

264a Marketing Research


Sample size
Sample Size

  • “How” you sample is much more important than “How many” you sample.

  • “How”

    • Probability samples

    • Non Probability samples

  • “How many”

    • Statistical precision

    • Industry standards

264a Marketing Research


Simple random sampling
Simple Random Sampling

  • Make a list

    • Articulate the sampling frame

  • Roll the dice

    • Equally likely elementary events

264a Marketing Research


Multistage cluster sampling
Multistage Cluster Sampling

  • Lay out primary clusters

    • Sample randomly

  • Lay out secondary clusters

    • Sample randomly

  • etc.

264a Marketing Research




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