Q.7. What do you understand by sample design? What are ite various types? 4) " Ans. Sampling design refers to rules and regulation regarding selecting element in e population of that sample. There are different types of sample designs haved on bwo factors viz., the representation basis and the elomont selection technique On representation basis, the anmpl ° s plo may be probability sampling or it may be nor probability sampling ibe prepa eye eer ee Types of Sampling Design (D Probability sampling design (2) Non probability sampling design Probability sampling design method: The probability or the chance of every ure in the population being included in the sample is known to us. * Simple random sampling: Random sampling iv known as the probability sample. Under this method the selections of items for a sample depends upow hance Each and every item of population have equal chance of being included in the sample. Ax a result, the element of personal bias is all togethor avoided, Following are few suethods: of simple random sampling. (a) Lottery method : This is common technique adopted for selecting #imple random samples. All the items in the universe are numbered on separate slips of saune size. Such slips are then folded and mixed in a box thoroughly and shake up »o that it is difficult to identify the units of universe. Then the selection is made blindly and of the aumbers of the elips that are required for the samples. (b) Grid system :- In this method the selection of sample is made from a particular area.A map of entire area is prepared and the screen of square is placed on the map. The areas falling within the selected squares are taken up for samples. * Systematic sampling: This method ig popularly used in the area where a complete Jist of population from which the sample has to be drawn is available. For eg if every tenth unit is selected the sclection would be as say seventh, seventeen, twenty seven soon. * Stratified random sampling : Jn this case the population is divided into various ‘groups known as strata. If the population from which the sample has to be drawn — constitute a homogeneous group, then stratified sampling technique can be app!; a 14-2017 Fourth Semester, Marketing Research so as to obtain the sample. In this technique , -he population is stratified into numbe; of non overlapping sub population or strata and the sample item are selecteq T * Cluster sampling: In this method the unit of sample Close to each chosen as cluster. For eg. Houses in the same street or successive items of lines. The population is divided into the cluster and some of them are chose Then the cluster units are selected using simple random sample. * Multistage sampling : This is the further development of the idea of cluster sampling. The technique is meant for bring enquiry extending to a large eographica} area such as the entire country, Under multistage sampling , the first stage may be is to select large primary sampling units such as states, then districts, then town and finally certain families in town. . Non probability sampling design: The section of units within a sample involves human judgment rather than a pure chance. + Purposive sampling :- This is also called as judgmental sampling. This type of sampling depends more on deliberate choice of researchers. thus, such a selection of samples defeat the purpose of research as the sample selection is purposely carried on according to the researchers choice * Quota sampling :- In this method of sampling , the samples are given to the interviewer who has been given quotas to fill from the specified sub groups of the population. . Eg. An interviewer may be told to interview 100 men between the age group of 40 to 50. This method is similar to stratified method of sampling, but in quota sampling the selection of sampling is not random. * Convenience sampling :- A‘sample obtained from readily available list such as telephone directory or any other prepared population statement is known as convenience sampling. Even if the random sampling procedures are adopted, this technique cannot be considered as random sample, the reason being that the basic list is not prepared keeping in view the purpose or the objective of the study. It is not advisable to use as it does not help in achieving the objective. other are Production nm randomly./ Q4. What is sampling? What are the advantages of sampling? Also state its limitations. How these limitations can be removed? (13) Ans. Sampling is simply the process of learning about the population on the basis of samples drawn from it. Sampling may be define as the selection of some parts of an aggregate or totality on the basis of which a judgment or about the aggregate or totality is made. Advantages of sampling 1. Less time consuming: It saves times because fewer item are collected & processed when the result are urgently required. 2. Less expensive: It reduces cost as only few selected item are study in sampling. The reduction of cost is in terms of both money & man hours. 3. Greater accuracy: More reliable result can be obtain because there are few chances of sampling statistical errors. Experts or trade person can be employed for scientific processing & analyzing limited data & they can use their high tech. knowledge to get more accurate & reliable result. 4. Provide detailed information: As it’s save time, money & energy one can collect more detailed information in sample survey. 5. Administrative convenience: The organization & administration of sample survey are such easier than census method. oe8-2017 Fourth Semester, Marketing Research Limitations of sampling 1, Illusory conclusion: If the sample enquiry is not correctly planned, the conclusion may be inaccurate & misleading 2. Sample not representative: To make representative sample is a difficult task. Ifthe sample is not representative of universe, the result may be false. 4 3. Lack of expert: As there is lack of expertise to plan, conduct a sam its analysis the result of sample survey would be not satisfaction. 4. Personal bias: here may be personal bias & prejudice with regard to choice of technique & drawing samples from population. 5. Unreliable sample size: If the sample size is not appropriate than it may be untrue characteristics of population. In order to overcome the limitation , the sampling should possess the following essentials 1. It must be representative- The sample selected should possess the similar characteristics of the original universe from which it, has been drawn, 2. Homogeneity- Selected samples from the universe should have similar nature and should not have any differences when compared with the universe. 3. Adequate samples-In order to have a more reliable and representative result, a good number of items are to included in the sample. 4. Optimization- All efforts should be made to get maximum results , both in terms of cost as well as efficiency. If size of the sample is larger, there is better e! and at the same time the cost is more. Aproper size of sample is maintained have optimized result in terms of cost and efficiency. ple survey, fficiency in order toQ.4. (a) What do you mean by Sampling Designs? Describe the various steps involved in the Sampling Process? (9) Ans. Sampling process is the procedure required right from defining the population to the actual selection of the sample design. A sampling frame is a mean of representing elements of population. A sampling frame may be a telephone book ,a sitting directory, student studying in a college and university or list of all possible phone numbers. A perfect sampling frame is a one in which every element is represented once and only once. Sampling design process consist of seven steps: 1. Define the population: A population must be defined in terms of elements, sampling units, extent and time. _ 2, Specify the sampling frame: A sampling frame is a mean of representing | ements of the population. A sampling frame may be a telephone book,a city directory, students studying in a particular college or university. 3. Specify the sampling unit: The sample unit is the basic unit containing the elements of target population to be samples.8-2014 Fourth Semester, Marketing Research 4. Specifying the sampling method: The method depicts how sampling unit are to be selected. The most important decision in this case is to determine which of two probability or non-probability samples to be choosen. 6. Determine the sample size: The method includes the decision about the no of element to be choosen. 6. Specify the sampling plan: This method indicates that how decisions made so far are to be implemented. All the expected issues in relation to the sampling survey must be answered by a sample plan. 7. Select the sample: This is the final step in the sampling process which includes good deal of field work and office work. This is introduced in the actual selection of the sample elements. It mainly depend upon the sample size and sample plan.Q. 8. How to determine a sample size. Explain with an example Ans. In sampling analysis the most ticklish question is: What should be the size of the sample or how large or small should be ‘n” If the sample size (‘n’) is too small, it may not serve to achieve the objectives and if it is too large, we may incur huge cost and waste resources. As a general rule, one can say that the sample must be of an optimum size 1.e., it should neither be excessively large nor too small. Technically, the sample size should be large enough to give a confidence inerval of desired width and as such the size of the sample must be chosen by some logical process before sample is taken from the universe. Size of the sample should be determined by a researcher keeping in view the following points: 1. Nature of universe: Universe may be either homogenous or heterogenous in nature. If the items of the universe are homogenous, a small sample can serve the purpose. But if the items are heteogenous, a large sample would be required. Technically, this can be termed as the dispersion factor. 2. Number of classes proposed: If many class-groups (groups and sub-groups) are to be formed, a large sample would be required because a small sample might not be able to give a reasonable number of items in each class-group. 3. Nature of study: If items are to be intensively and continuously studied, the sample should be small. For a general survey the size of the sample should be large, but a smal] sample is considered appropriate in technical surveys. 4. Type of sampling: Sampling technique plays an important part in determining the size of the sample. Asmall random sample is apt to be much superior to a larger but badly selected sample. 5. Standard of accuracy and acceptable confidence level: If the standard of acuracy or the level of precision is to be kept high, we shall require relatively larger sample. For doubling the accuracy for a fixed significance level, the sample size has to be increased fourfold.6, Availability of finance: In practice, size of the sample depends upon the‘amount { money available for the study purposes. This factor should be kept in view while jetermining the size of sample for large samples result in increasing the cost of sampling stimates 7. Other considerations: Nature of units, size of the population, size of uestionnaire, availability of trained investigators, the conditions under which the ample is being conducted, the time available for completion of the study are a few other siderations to which a researcher must pay attention while selecting the size of the ample. There are two alternative approaches for determining the size of the sample. The first approach is “to specify the precision of estimation desired and then to determine the sample size necessary to insure it” and the second approach “uses Bayesian statistics to weigh the cost of additional information against the expected value of the additional information.” The first approach is capable of giving a mathematical solution, and as such is a frequently used technique of determining ‘n’. The limitation of this technique is that it does not analyse the cost of gathering information vis-a-vis the expected value of information. The second approach is theoretically optimal, but it is seldom used because of the difficulty involved in measuring the value of information. Hence, we shall mainly concentrate here on the first approach.