Sampling Theory Basics

Marketing Research
Census Vs Sample
1 Enumerations
Objectives and Principles of

2 Sampling
3 Types of Sampling
4 Conclusion
 The census is a systematic method that collects and records the data about the
members of the population. The sampling is defined as the subset of the population
selected to represent the entire group, in all its characteristics.
 The census is alternately known as a complete enumeration survey method. In contrast,
sampling is also known as a partial enumeration survey method.
 In the census, each and every unit of population is researched. On the contrary, only a
handful of items is selected from the population for research.
 Census, is a very time-consuming method of survey, whereas, in the case of sampling,
the survey does not take much time.
 The census method requires high capital investment as it involves the research and
collection of all the values of the population. Unlike sampling which is a comparatively
economical method.
 The results drawn by conducting a census is accurate and reliable while there are
chances of errors in the results drawn from the sample.
 The size of the sample determines the probability of errors in the outcome, i.e. the larger
the size of population the less are the chances of errors and the smaller the size; the
higher are the chances of errors. This is not possible with census as all the items are
taken into consideration.
 Census is best suited for the population of heterogeneous nature. As opposed to
sampling which is appropriate for homogeneous nature.
1. To obtain the optimum results, i.e., the maximum information
about the characteristics of the population with the available
sources at our disposal in terms of time, money and manpower
by studying the sample values only.
2. Obtain responses from as many people as possible.
3. Control independent variables that might influence research

results.
4. Select representatives units from a total population.
5. Ensure that measures in the study are reliable.
6. Provide data that can be used to test the hypotheses being

 Probability sampling is a sampling
technique where a researcher sets a selection of a few criteria and
chooses members of a population randomly. All the members have
an equal opportunity to be a part of the sample with this selection
parameter.
In non-probability sampling, the

researcher chooses members for research at non-random. This
sampling method is not a fixed or predefined selection process. This
makes it difficult for all elements of a population to have equal
opportunities to be included in a sample.
Simple random sampling: One of the best probability sampling techniques that
helps in saving time and resources, is the Simple Random Sampling method. It
is a reliable method of obtaining information where every single member of a
population is chosen randomly, merely by chance. Each individual has the
same probability of being chosen to be a part of a sample.
•
Can calculate both estimate of the population and sampling error
Simple to design and interpret
•
Need a complete and accurate population listing
May not be practical if the sample requires lots of small visits over the country
Stratified random sampling is a method in which the researcher divides the
population into smaller groups that don’t overlap but represent the entire
population. While sampling, these groups can be organized and then draw a
sample from each group separately.
A stratified sample can provide greater precision than a simple random

sample of the same size.
Because it provides greater precision, a stratified sample often requires
a smaller sample, which saves money.
A stratified sample can guard against an "unrepresentative" sample
We can ensure that we obtain sufficient sample points to support a
separate analysis of any subgroup.
-
Time consuming and tedious
Cluster sampling is a method where the researchers divide the entire population
into sections or clusters that represent a population. Clusters are identified and
included in a sample based on demographic parameters like age, sex, location,
etc. This makes it very simple for a survey creator to derive effective inference
TITTLE TITTLE
from the feedback.
Quick and easy

Doesn't need complete population information
Good for face-to-face surveys
•
Expensive if the clusters are large
Greater risk of sampling error
Researchers use the systematic sampling method to choose the sample
members of a population at regular intervals. It requires the selection of a
starting point for the sample and sample size that can be repeated at regular
intervals. This type of sampling method has a predefined range, and hence this
sampling technique is the least time-consuming.
Easier to extract the sample than via simple random

Ensures sample is spread across the population
Can be costly and time-consuming if the sample is not conveniently

located
This method is dependent on the ease of access to subjects such as surveying customers at a
mall or passers-by on a busy street. It is usually termed as convenience sampling, because of the
researcher’s ease of carrying it out and getting in touch with the subjects. Researchers have
nearly no authority to select the sample elements, and it’s purely done based on proximity and
not representativeness. This non-probability sampling method is used when there are time and
cost limitations in collecting feedback. In situations where there are resource limitations such as
the initial stages of research, convenience sampling is used.
100% 100%
Subjects are readily available
80%
Large amounts of information 80%
can be gathered quickly
60% 60%
The sample is not representative of the entire population, so results can't speak for them-
inferences are limited. future data
Prone to volunteer bias
Judgemental or purposive samples are formed by the discretion of the researcher. Researchers
purely consider the purpose of the study, along with the understanding of the target audience.
For instance, when researchers want to understand the thought process of people interested in
studying for their master’s degree. The selection criteria will be: “Are you interested in doing
your masters in …?” and those who respond with a “No” are excluded from the sample.
Good for providing illustrative examples or case

100%
studies
100%
80% 80%
60% 60%
Very prone to bias
Samples often small
Cannot extrapolate from sample
Snowball sampling is a sampling method that researchers apply when the subjects are difficult
to trace. For example, it will be extremely challenging to survey shelterless people or illegal
immigrants. In such cases, using the snowball theory, researchers can track a few categories to
interview and derive results. Researchers also implement this sampling method in situations
where the topic is highly sensitive and not openly discussed.
Quick to find samples

100% 100%
Cost effective
Sample hesitant 80%
subjects 80%
60% 60%
Sampling bias and margin of error

Lack of cooperation
In Quota sampling, the selection of members in this sampling technique happens based on a pre-
set standard. In this case, as a sample is formed based on specific attributes, the created sample
will have the same qualities found in the total population. It is a rapid method of collecting
samples.
Quick and easy way of obtaining a sample

100% 100%
80% risk of bias

Not random, so some 80%
Need to understand the

60%population to be able to identify
60% the basis of stratification
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Marketing Research

Objectives and Principles of

2. Obtain responses from as many people as possible.

3. Control independent variables that might influence research

4. Select representatives units from a total population.

5. Ensure that measures in the study are reliable.

6. Provide data that can be used to test the hypotheses being

In non-probability sampling, the

A stratified sample can provide greater precision than a simple random

Quick and easy

Easier to extract the sample than via simple random

Can be costly and time-consuming if the sample is not conveniently

Good for providing illustrative examples or case

Quick to find samples

Sampling bias and margin of error

Quick and easy way of obtaining a sample

80% risk of bias

Need to understand the

Thankx for listening us with

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