1. Sampling: Design and Procedures
Presented by
Dr. Sunil Chauhan 4
Varun Jalan 14
Keith Mascarenhas 24
Krishna R 34
Jigar Shah 44
Adarsh Kumar 54

2. Some Definitions…
• POPULATION: The aggregate of all the elements , sharing
some common set of characteristics , that comprises the
universe for the purpose of the marketing research problem
• CENSUS: A complete enumeration of the elements of a
population or study objects
• SAMPLE:A subgroup of the elements of the population
selected for participation in the study

3. SAMPLE DESIGNING PROCESS
Define the target population
Determine the sampling frame
Select a sampling technique(s)
Determine the sample size
Execute the sampling process

4. So what are these steps??
1. DEFINE TARGET POPULATION:
The collection of elements or objects that possess the
information sought by the researcher and about which
inferences are to be made
2. DETERMINE THE SAMPLING FRAME:
A representation of the elements of the target population

5. Sample Designing Steps
3.SELECTING A SAMPLING TECHNIQUE:
• Bayesian approach
• Sampling with replacement
• Sampling without replacement

6. Sample Designing Steps
4.DETERMINING THE SAMPLE SIZE
Refers to the number of elements to be included in the study
Some factors to be considered are:-
a. Importance
b. Nature of research
c. Number of variables
d. Nature of analysis
e. Sample sizes used
f. Incidence /Completion rates
g. Resource constraints

7. Sample Designing Steps
5. EXECUTE THE SAMPLING PROCESS
• Detailed specifications are required for every stage
• Procedures should be specified for each stage and on how to
conduct the data collection
• Contingency plans should be made in case of of non
availability of sampling unit

8. Why Sampling??
Some Advantages of sampling
are:-
1. Economical and cheaper
2. Faster to execute
3. Practical in most situation
4. Can give comprehensive
information
5. Saves in time and money

9. Non probability Techniques

10. Non-probability Sampling
• Non probability sampling does not involve random selection
• Accidental or Purposive
Non-probability
techniques
Convenience
Judgemental Snowball
Sampling Quota Sampling
Sampling Sampling

11. Convenience Sampling
• ADVANTAGES
– Easy access
– Used in pilot studies
• DISADVANTAGES
– Sampling bias, sample not representative
– Poor external validity

12. SNOWBALL SAMPLING
• Linear Snowball Sampling
• Exponential Non-Discriminative Snowball
Sampling
• Exponential Discriminative Snowball Sampling

13. • ADVANTAGES OF SNOWBALL SAMPLING
– The chain referral process allows the researcher to reach
populations that are difficult to sample when using other
sampling methods.
– Cheap, simple and cost-efficient.
– Little planning and fewer workforce compared to
other sampling techniques
• DISADVANTAGES OF SNOWBALL SAMPLING
– Little control over the sampling method
– Representativeness of the sample is not guaranteed

14. JUDGMENTAL SAMPLING
• Involves selecting a group of people because
they have particular traits that the researcher
wants to study
• This type of sampling technique is also known
as purposive sampling and authoritative
sampling
• e.g. consumers of a particular product or
service in some types of market research

15. • EXAMPLE OF JUDGMENTAL SAMPLING
In a study wherein a researcher wants to know what it takes to graduate summa
cum laude in college, the only people who can give the researcher first hand
advise are the individuals who graduated summa cum laude. With this very
specific and very limited pool of individuals that can be considered as a
subject, the researcher must use judgmental sampling.
• WHEN TO USE JUDGMENTAL SAMPLING ??
• SETBACKS OF JUDGMENTAL SAMPLING.
are with the authority and in the sampling process
• WHEN TO USE QUOTA SAMPLES

16. QUOTA SAMPLING
In quota sampling the selection of the sample is made by
the interviewer, who has been given quotas to fill from
specified sub-groups of the population.
STEP-BY-STEP QUOTA SAMPLING
EXAMPLE OF QUOTA SAMPLES
• In a study wherein the researcher likes to compare the
academic performance of the different high school
class levels, its relationship with gender and
socioeconomic status, the researcher first identifies the
subgroups.

17. • Usually, the subgroups are the characteristics
or variables of the study. The researcher divides
the entire population into class levels, intersected
with gender and socioeconomic status. Then, he
takes note of the proportions of these subgroups
in the entire population and then samples each
subgroup accordingly.
DISADVANTAGES OF QUOTA SAMPLES
• Only the selected traits of the population were
taken into account in forming the subgroups

18. Probability Techniques
Probablity
techniques
Simple Random Systemic Stratified
Cluster Sampling Others
Sampling Sampling Sampling
Disproportionate
Proportionate

19. Simple Random Sampling
Simple random sampling is a method of
probability sampling in which
every unit has an equal nonzero
chance of being selected

20. Systematic Random Sampling
Systematic random sampling is a
method of
probability sampling
in which the defined
target population is ordered
and the sample is selected
according to position using a skip interval

21. Steps in Drawing a Systematic Random Sample
• 1: Obtain a list of units that contains an acceptable
frame of the target population
• 2: Determine the number of units in the list and the
desired sample size
• 3: Compute the skip interval
• 4: Determine a random start point
• 5: Beginning at the start point, select the units by
choosing each unit that corresponds to the skip
interval

22. Stratified Sampling
• Population divided into non-overlapping strata
followed by random selection, random systemic
selection
• Types – Proportionate and Disproportionate
• Useful – for homogenous groups, to highlight a
specific strata, find relationship between two strata
• Advantages – sample representative, biases
reduced, external validity, greater precision
• Disadvantages – relevance of stratification
variables, cost, time

23. Cluster sampling
• Division of entire population into geographical
clusters, followed by simple random, systemic
random methods
• One stage & Two stage
• Useful in case of homogenous population
• Advantages – cheap, quick & easy
• Disadvantages – sampling error in case of non-
homogenous population

24. Other Sampling Techniques
• Sequential Sampling
• Double Sampling

25. Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling
Nature of research Exploratory Conclusive
Relative magnitude of sampling Nonsampling Sampling
and nonsampling errors errors are errors are
larger larger
Variability in the population Homogeneous Heterogeneou
(low) s (high)
Statistical considerations Unfavorable Favorable
Operational considerations Favorable Unfavorable

26. International Marketing Research
• Differing Respondents
– US
• Cereal:Children
• Automobiles: Women
– Middle East
• Automobiles: Men
• Accessibility
– Unnumbered & unidentified streets/houses
– Cultural norms
• Mexico
• Saudi Arabia
• Sampling frame
– Unavailability of information on target population
• Lack of census
• Red tape
– Unavailable/inaccurate maps

27. International Marketing Research
Case:
Consumers feel that a purchase in accompanied by a degree of risk
Target Respondent:
Upper middle-income woman residing in major city
Countries for comparison:
US with Mexico, Netherlands, Turkey, Thailand & Saudi Arabia
Location Sampling Technique How?
United States Random Sampling Telephone directory
Mexico Judgemental Sampling 1. Experts identified neighbourhoods
2. Random selection
Thailand Judgemental Sampling Store intercept technique
Saudi Arabia Convenience Sampling Snowball Technique

28. Internet Applications
Example: ITOCHU Corporation
• Launched Internet sampling service, February 14, 2011
• Sampling resources
– Yahoo! Japan
• Yahoo Japan Corporation
– Famiport multimedia terminals installed in approximately 8,100
FamilyMart stores nationwide
• FamilyMart Co., Ltd.
– Famima.com Co., Ltd.

29. ITOCHU Corporation
• Features:
– Identifies sampling target
Issues coupon IDs to the potential purchaser group that is being
targeted by the provider of the product based on surveys to which
consumers have responded on the “Premono” site in Yahoo! Japan
– Reduces sampling operating costs
Coupon IDs are issued by e-mail and samples are handed over at
FamilyMart stores, thus greatly reducing sampling operating costs
such as distribution costs and labor costs.
– Gathers marketing data related to sampling
Uses the “Premono” site in Yahoo! Japan to conduct preliminary and
follow-up questionnaire surveys of sampling targets, thereby providing
effective marketing data to the provider of the product

30. ITOCHU Corporation

31. Thank You