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Chapter 7 Population & Sampling

The document discusses research design and sampling methods for primary research. It describes sampling as selecting a representative subset from the overall population. Random sampling gives each member of the population an equal chance of being selected but may require a large sample size. Stratified random sampling selects samples based on representative subgroups to provide more relevant information at lower cost. The document also briefly outlines quota sampling, cluster sampling, multi-stage sampling, and snowball sampling as alternative non-random sampling methods.

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94 views9 pages

Chapter 7 Population & Sampling

The document discusses research design and sampling methods for primary research. It describes sampling as selecting a representative subset from the overall population. Random sampling gives each member of the population an equal chance of being selected but may require a large sample size. Stratified random sampling selects samples based on representative subgroups to provide more relevant information at lower cost. The document also briefly outlines quota sampling, cluster sampling, multi-stage sampling, and snowball sampling as alternative non-random sampling methods.

Uploaded by

reda gad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Step 7: research design

7.1: Data collection and analysis


Research limitations WHY
7.2: Population and sampling
– What is the research population (unit & level of
analysis)
– Sampling (representative sample) or complete census
– Sample type and size (table or equation)

The impact of product quality on customer


satisfaction: the case study of x company

1
Sampling Methods
probability or non-probability

2
Sampling
• Sampling Methods: population list (data-
base) up-to-date and complete
• Random Samples – equal chance of
anyone being picked
– May select those not in the target group –
indiscriminate
– Sample sizes may need to be large
to be representative
– Can be very expensive
3
Sampling
• Stratified or Segment Random
Sampling
– Samples on the basis of a representative
strata or segment
– Still random but more focussed
– May give more relevant information
– May be more cost effective

4
Sampling
• Quota Sampling
– Again – by segment
– Not randomly selected
– Specific number on each segment are
interviewed, etc.
– May not be fully representative
– Cheaper method

5
Sampling
• Cluster Sampling
– Primarily based on geographical areas or ‘clusters’
that can be seen as being representative of the whole
population
• Multi-Stage Sampling
– Sample selected from multi-stage
sub-groups
• Snowball Sampling
– Samples developed from contacts
of existing customers – ‘word of mouth’ type
approach!

6
Primary Research

7
Primary Research
• Primary Research
– First hand information
– Expensive to collect, analyse and evaluate
– Can be highly focussed and relevant
– Care needs to be taken with the approach and
methodology to ensure accuracy
– Types of question – closed – limited information
gained; open – useful information but difficult to
analyse

8
Quantitative and Qualitative Information:

• Quantitative – based on numbers – answer


a question starts by what and How much??
To describe and illustrate one phenomenon

• Qualitative – more detail – tells you why,


when and how! To investigate such a
phenomenon

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