市场营销课件16-sampling designs and procedures.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 16: Sampling Designs and Sampling Procedures Sample Subset of a larger population Population Any Complete Group People Sales Territories Stores Census Investigation of all individual elements that make up a population Target Population Relevant Population Operationally Define Comic Book Reader? Sampling Frame A list of elements from which the sample may be drawn Working Population Mailing Lists - Data Base Marketers Sampling Frame Error Sampling Units Group selected for the sample Primary Sampling Units (PSU) Secondary Sampling Unit