Uploaded on


  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Marketing ResearchLec: Doç. Dr. Mehmet Emin İnal
  • 2. Steps in Sampling Process Define the Population Frame the Population Chosee a Sample Design Draw the sample Execute the research
  • 3. What is POPULATION? All the values and people that is accounted Size of population differs regarding the research ugurpek Must include interested subjects and values
  • 4. How do we define population? Decide the focus group of research (human, firms, hotels etc.) Decide the geographic area of research( Turkey, Alanya etc.) Decide time interval
  • 5. SampleSubgroup of population that can present the whole population
  • 6. Why do we use sample? Budget limitation Time limitation Impossible to reach all population Urgency to reach results
  • 7. Sampling steps Sample frame selection Choose a sample design Decide the sample size regarding the budget, time limit
  • 8. Sample frame selection Samplwe frame is a list or set of directions identifying all the sample units in the population It can be list of names,telephone numbers, area map etc. Sample frame must be accurate and corrected in order to succeed
  • 9. Sample Design Random Sampling Non-Random SamplingCost High LowAccuracy High LowTime Much LessAcceptability Universal acceptance Rational AcceptanceGenerability Good Bad
  • 10. Random Sampling Each unit have equal chance to be choosen No personal impact from reasearcher Sampling error can be calculated No guaratee to present the population perfectly ( bias may happen)
  • 11. Random Sampling1. Simple random sampling2. Systematic sampling3. Cluster sampling4. Stratified sampling
  • 12. 1.Simple Random Sampling Equal chance to be chosen Sampling size must be decided
  • 13. 2. Systematic Sampling Easiest way of random sampling Use a pattern ,system to choose sample No need to have full list of sample
  • 14. 3. Cluster Sampling To cluster sample within the geographical districts Easy to manage Less costly Generability is a problem
  • 15. 4. Stratified Sampling To use subgroups of sample Ex: use of ages