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Chapter 4

Sampling

37 slides · Slide 117–153

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117SamplingChapter opener 118Dewey Defeats TrumanDewey Defeats Truman 119SamplingSampling 120SamplingSampling 121Sampling: Two General MethodsSampling: Two General Methods 122Sampling TechniquesSampling Techniques 123SamplingSampling 124Convenience SamplingConvenience Sampling 125Judgmental SamplingJudgmental Sampling 126Quota SamplingQuota Sampling 127Snowball Sampling also chain samplingSnowball Sampling also chain sampling 128SamplingSampling 129Sampling TechniquesSampling Techniques 130Simple and Systematic Random SamplingSimple and Systematic Random Sampling 131Stratified SamplingStratified Sampling 132Cluster Samplingalso called cluster samplingCluster Samplingalso called cluster sampling 133SamplingSampling 134Strengths and Weaknesses of Basic Sampling TechniquesStrengths and Weaknesses of Basic Sampling Techniques 135SamplingSampling 136Determining the Sample SizeDetermining the Sample Size 137Sample Sizes Used in Marketing Research StudiesSample Sizes Used in Marketing Research Studies 138A survey result — and how certain is it?A survey result — and how certain is it? 139Margin of Error Approach to Determining Sample SizeMargin of Error Approach to Determining Sample Size 140Margin of error approach: two formulasMargin of error approach: two formulas 141Margin of Error Approach: Two FormulasMargin of Error Approach: Two Formulas 142Margin of Error Approach: Two FormulasMargin of Error Approach: Two Formulas 143z-Values and Maximum Margin of Errorz-Values and Maximum Margin of Error 144What Is the Margin of Error?What Is the Margin of Error? 145How Large Must the Sample Be?How Large Must the Sample Be? 146What If the Population Is Small?What If the Population Is Small? 147Correcting the Sample SizeCorrecting the Sample Size 148Correction for a small population: ± 1 %Correction for a small population: ± 1 % 149Correction for a small population: ± 5 %Correction for a small population: ± 5 % 150Correction for a small population: ± 10 %Correction for a small population: ± 10 % 151Confidence Interval and Confidence LevelConfidence Interval and Confidence Level 152Confidence Interval, Margin of Error, and Sample SizeConfidence Interval, Margin of Error, and Sample Size 153What the Margin of Error Formula Tells UsWhat the Margin of Error Formula Tells Us