Sampling Designs and Sampling Procedures.pptVIP

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Sampling Designs and Sampling Procedures.ppt

Exploring Marketing Research William 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

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