Sampling techniques market research

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 Determine the sample size Select a sampling technique(s) Execute the sampling process

4. So what are these steps?? 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 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:- Importance Nature of research Number of variables Nature of analysis Sample sizes used Incidence /Completion rates 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:- Economical and cheaper Faster to execute Practical in most situation Can give comprehensive information Saves in time and money

9. Non probability Techniques

10. Non-probability Sampling Non probability sampling does not involve  random  selection Accidental or Purposive

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

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. 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

26. 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 Experts identified neighbourhoods Random selection Thailand Judgemental Sampling Store intercept technique Saudi Arabia Convenience Sampling Snowball Technique

27. 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 .

28. 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

29. ITOCHU Corporation

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