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. This Chapter first considers the selection of sample types and the process of sample planning. It then describes different kinds of samples. Finally, related to design, but a unique decision area in its own right, is the determination of the size of the sample. PLANNING THE SAMPLE Two broad objectives are fundamental to the use of samples in survey RESEARCH projects: Estimation of information about a population based on a sample from the population, Hypothesis testing to compare the relationships between data items for some selected population groups.

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?

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