POPULATION

and
SAMPLE

MASALAH /
PERTANYAAN
PENELITIAN

TELAAH
TEORITIS

HIPOTESIS

PENGUJIAN
FAKTA
Pemilihan Data
Pengumpulan
Data

HASIL

Analisis Data
KESIMPULAN

Sample or Census
Population The aggregate of all
the
elements, sharing some
common set
of
characteristics, comprising 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

Sampling
Selecting a small number of
elements from a larger defined target
group of elements, and
Expecting that the information
gathered from the small group will
enable judgments to be made about
the larger group.

What is a Good Sample?

Accurate: absence of bias

level of significance
Precise estimate: sampling
error
confidence interval

The Sampling Design Process

Define the Population

Determine the Sampling Frame

Select Sampling Technique

Determine the Sampling Size

Execute the Sampling Process

Define The Target Population

Target population the collection of
elements or objects that possess the
information sought by the researcher and
about which inferences are to be made.
Element objects that possess the
information sought by the researcher and
about which inferences to be made.
Sampling Unit the basic unit containing
the elements of the population to be
sampled.

Determining the
Sampling Frame
Sampling frame
A representation of the elements of the target population.
It consists of a list or set of direction for identifying the target population.

A Classification of Sampling Techniques

Sampling Techniques

Non-probability
Sampling Techniques

Convenience
Sampling

Simple Random
Sampling

Probability
Sampling Techniques

Judgmental
Sampling

Systematic
Sampling

Quota
Sampling

Stratified
Sampling

Proportionate

Snowball
Sampling

Cluster
Sampling

Disproportionate

Other Sampling
Techniques

Determining Sample Size

Determining the sample size is not an easy task.
The researcher must consider how precise the estimates must be and how much
time and money available to collect the required data (since the data collection is
generally one of the most expensive components of a study).

Probability Sample Size

The

variability of the population characteristic under

investigation the greater the variability of the
characteristic the larger the sample size necessary.
The level of confidence desired in the estimate the
higher the level of confidence desired the larger the
sample size needed.
The degree of precision desired in estimating the
population characteristic the more precise the
required sample results, that is the smaller the desired
error, the larger the sample size.

Non-probability Sample Size

Sample size formulas cannot be used for nonprobability samples.
Determining the sample size for non-probability
samples is usually a subjective, intuitive judgment
made by the researcher based on either past studies,
industry standards, or the amount of resources
available.
The sampling results cannot be used to make
statistical inferences about the true population
parameters.

Tipe-tipe Kesalahan Statistik

Kesalahan
Pemilihan
Sampel

Kesalahan
Statistik

Kesalahan
Kerangka
Sampel
Kesalahan Unit
Sampel
Kesalahan
Pemilihan
Sampel Secara
Acak
Kesalahan
Responden

Kesalahan
Sistematis
Kesalahan
Administrasi

Nonresponse
Bias
Response Bias
Kesalahan
Pemrosesan
Data
Kesalahan
Pewawancara
Kecurangan
Pewawancara