MKTG 482 CH 9
Population - answer The entire group under study as defined by research objectives
Census - answer an accounting of the complete population. It requires information from
everyone in the population
Sample - answer a subset of the population that should represent the entire group
Sample unit - answer the basic level of investigation
sample frame - answer a master source of sample units in the population
Sampling frame error - answer the degree to which the sample frame fails to account for
all of the population
Sampling error - answer any error in a survey that occurs because a sample is used
Probability samples - answer ones in which members of the population have a known
chance (probability) of being selected into the sample
Non-probability samples - answer instances in which the chances (probability) of
selecting members from the population into the sample are unknown
Simple random sampling - answerthe probability of being selected into the sample is
"known" and equal for all members of the population
• probability of selection= sample size/ population size
random device method - answerinvolves using a procedure or apparatus that assures
that every member of the population has the same chance of being included in the
sample
• Can use a blind draw or random number
• A common method is random digit dialing (RDD)
Systematic sampling - answerway to select a random sample from a directory or list that
is much more efficient than simple random sampling
• Uses a skip interval for selection
Cluster sampling - answermethod in which the population is divided into subgroups,
called "clusters," each of which could represent the entire population
Area sampling - answera form of cluster sampling - the geographic area is divided into
clusters
Population - answer The entire group under study as defined by research objectives
Census - answer an accounting of the complete population. It requires information from
everyone in the population
Sample - answer a subset of the population that should represent the entire group
Sample unit - answer the basic level of investigation
sample frame - answer a master source of sample units in the population
Sampling frame error - answer the degree to which the sample frame fails to account for
all of the population
Sampling error - answer any error in a survey that occurs because a sample is used
Probability samples - answer ones in which members of the population have a known
chance (probability) of being selected into the sample
Non-probability samples - answer instances in which the chances (probability) of
selecting members from the population into the sample are unknown
Simple random sampling - answerthe probability of being selected into the sample is
"known" and equal for all members of the population
• probability of selection= sample size/ population size
random device method - answerinvolves using a procedure or apparatus that assures
that every member of the population has the same chance of being included in the
sample
• Can use a blind draw or random number
• A common method is random digit dialing (RDD)
Systematic sampling - answerway to select a random sample from a directory or list that
is much more efficient than simple random sampling
• Uses a skip interval for selection
Cluster sampling - answermethod in which the population is divided into subgroups,
called "clusters," each of which could represent the entire population
Area sampling - answera form of cluster sampling - the geographic area is divided into
clusters
