MKT 500 Lecture Notes - Lecture 6: Simple Random Sample, Telephone Directory, Nonprobability Sampling
Document Summary
Reasons for taking a sample (why it"s more desirable than a census: practical considerations such as cost and population size. Inability to analyze huge amounts of data generated by a census. Probability samples ones in which members of the population have a known probability of being selected into the sample. Non-probability samples instances in which the probability of selecting members from the population into the sample are unknown. Cluster sampling the population is divided into subgroups, called clusters , each of which could represent the entire population. Four strata in the population of a college"s students. Nonprobability sampling not based on fairness, equity, or equal chance. Convenience samples samples drawn at the convenience of the interviewer: the researcher uses a high-traffic location, such as a busy pedestrian area or a shopping mall, as the sample frame from which to intercept potential respondents. Online panels large numbers of individuals who have agreed to participate in online surveys.
