Sampling

264a Marketing 1
 Target Population and Sampling Frame

Specification of population of interest is the

most important step.
Sampling frame should enumerate that
population
Target population
Shoppers at Santa Monica Place
Sampling Frame
Time? Place?

264a Marketing 2
 Target Population and Sampling Frame

The United States Army begins a national

search for eligible recruits.
A professional golfer begins a national
campaign to sell his latest instructional
video.

264a Marketing 3
 Sample Size
How you sample is much more important
than How many you sample.
How
Probability samples
Non Probability samples
How many
Statistical precision
Industry standards

264a Marketing 4
 Simple Random Sampling
Make a list
Articulate the sampling frame
Roll the dice
Equally likely elementary events

264a Marketing 5
 Multistage Cluster Sampling
Lay out primary clusters
Sample randomly
Lay out secondary clusters
Sample randomly
etc.

264a Marketing 6
Primary Secondary
Clusters Clusters Simple Random Sampling within Secondary Clusters

1
1
2
2
3
4
3
5
4
6

7
5
8
6 9

7 10

11
8 12

9 13
14
10
15

264a Marketing 7
 Sample Weighting
Cluster 1 Sample 1 Cluster 2 Sample 2
97 54 54
117 117 110 110
93 108
98 98 89
122 122 80 80
83 98 98
111 109
87 56 56
118 73 73
118 118 73 73
116 53 53
109 109 69 69
119 78 78
80 80 97 97
111 91
90 90 96 96
83 104 104
105 105 60 60
97 97 101
102 102
101 101
108 108
115
101 101
92 92

Average 102.9 102.9 84.2 78.6

Unweighted
Average 94.8 90.8
Weighted
Average 92.1

264a Marketing 8