Sampling methods Flashcards
What is a sample?
the group of people taking part in a market
research survey selected to be representative of the overall target market
Name at least 4 probability sampling methods
Simple random sampling Systematic sampling Stratified sampling Quota sampling Cluster sampling
What is random sampling?
every member of the target
population has an equal chance of being selected
What is systematic sampling
every nth item in the target population is selected
Stratified sampling
this draws a sample from a specified sub-group or segment of the population and uses random sampling to select an appropriate number from each stratum
Quota sampling
when the population has been stratified
and the interviewer selects an appropriate number of respondents from each stratum
Cluster sampling
using one or a number of specific
groups to draw samples from and not selecting from the
whole population, e.g. using one town or region.
Name all non probability sampling
Convenience sampling
Snowball sampling
Judgemental sampling
Ad hoc quotas
What is convenience sampling?
Members of the population are
chosen based on their relative ease of access.
Snowball sampling
The first respondent refers a friend
who then refers another friend
What is Judgemental sampling?
The researcher chooses the
sample based on who they think would be appropriate to
study.
What are Ad hoc quotas?
A quota is established (say 55% women)
and researchers are told to choose any respondent they
wish up to the pre-set quota.
What is probability sampling
