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Chapter Eleven
Sampling:

Design and Procedures

11-4 Chapter Outline

11-5 Sample vs. Census

Table 11.1

The Sampling Design Process

Fig. 11.1

Execute the Sampling Process

11-7

 Time is the time period under consideration.

11-8

Research Studies

commercial or ad tested)

Techniques

Fig. 11.2

11-11

Judgmental Sampling

Judgmental sampling is a form of
convenience sampling in which the population elements are selected based on the judgment of the researcher.

 The first stage consists of developing control categories, or quotas, of population elements.

 In the second stage, sample elements are selected based on convenience or judgment.

11-14

Snowball Sampling

Simple Random Sampling

 Each element in the population has a known and equal probability of selection.

 The strata should be mutually exclusive and collectively exhaustive in that every
population element should be assigned to one and only one stratum and no population
elements should be omitted.

 Next, elements are selected from each
stratum by a random procedure, usually SRS.  A major objective of stratified sampling is to increase precision without increasing cost.

 Finally, the variables should decrease the cost of the stratification process by being easy to measure and apply.

 In proportionate stratified sampling, the size of the sample drawn from each stratum is proportionate to the relative size of that stratum in the total population.

 Then a random sample of clusters is selected, based on a probability sampling technique such as SRS.

 For each selected cluster, either all the elements are
included in the sample (one-stage) or a sample of elements is drawn probabilistically (two-stage).