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Chapter 7 SAMPLING PROCEDURES IN RESEARCH

123 Scott M. Smith and Gerald S. Albaum, An Introduction to Marketing RESEARCH , 2010 Chapter 7 SAMPLING PROCEDURES IN RESEARCH Researchers must answer many questions when developing a project to collect information about a population of interest. Consider the following questions involving SAMPLING : Should we take a census (complete canvas) or a sample? What kind of sample should be taken? What size should the sample be? Answering these questions depends upon the application of statistical inference.

Defining the Population The first step in sample panning is to define the population to be investigated. A population, also known as a universe, is defined as the totality of all units or elements (individuals, households, organizations, etc.) to …

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