TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 14: Sampling fundamentals

Chapter 14 - Sampling fundamentals. In this chapter, the following content will be discussed: Sampling fundamentals, error in sampling, sampling process, sampling techniques, types of stratified sampling, inversely proportional stratified sampling,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Fourteen 2 Sampling Fundamentals Marketing Research 12th Edition 2 Sampling Fundamentals When is census appropriate? Population size is quite small Information is needed from every individual in the population Cost of making an incorrect decision is high Sampling errors are high 3 Marketing Research 12th Edition 3 3 Sampling Fundamentals (Contd.) When is sample appropriate? Population size is large Both cost and time associated with obtaining information from the population is high Quick decision is needed To increase response quality since more time can be spent on each interview Population being dealt with is homogeneous If census is impossible 4 Marketing Research 12th Edition 4 Error in Sampling Total Error Difference between the true value and the observed value of a variable Sampling Error Error is due to sampling Non-sampling Error Error is observed in both census and .

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