营销调研SamplingPPT.pptVIP

SAMPLING (Zikmund, Chapter 12);Examine a Part of the Whole In most surveys access to the entire population is near impossible, The results from a survey with a carefully selected sample will reflect extremely closely those that would have been obtained had the population provided the data. ;Bias The one thing above all to avoid. - no way to fix a biased sample - no way to salvage useful information from it. Best way to avoid bias is to select individuals for the sample at random. Deliberately introducing randomness is one of the great insights of Statistics ;There are essentiality two types of sampling: probability non-probability sampling. ;Randomisation - Individuals are randomly selected. - No one group should be over-represented. - Sampling randomly gets rid of bias. Random samples rely on the absolute objectivity of random numbers. ;Four basic types of random sampling techniques: Simple Random Sampling Systematic Sampling Stratified Sampling Cluster or Multi-stage Sampling  ;Simple Random Sampling This is the ideal choice as it is a ‘perfect’ random method. Using this method, individuals are randomly selected from a list of the population and every single individual has an equal chance of selection.;Simple Random Samples To select a sample at random, we first need to define where the sample will come from. The sampling frame is a list of individuals from which the sample is drawn. E.g., To select a random sample of students from a college, we might obtain a list of all registered full-time students. When defining sampling frame, must deal with details defining the population; are part-time students included? How about current study-abroad students? Once we have our sampling frame, the easiest way to choose an SRS is with random numbers. ;Systematic Sampling Systematic sampling is a frequently used variant of simple random sampling. When performing systematic sampling, every kth element from the list is selecte