PART THREE 
                                                                Chapter 8 
                                    Sampling: Design, 
                                         Procedures and  
                  Statistical Considerations 
            Malhotra  Hall  Shaw  Oppenheim           Essentials of Marketing Research © Copyright 2004 Pearson Education Australia      1- 1 
                Chapter Objectives 
              After reading this chapter, you should be able to: 
                        
               Differentiate a sample from a census and identify the 
                       conditions that favour the use of a sample versus a 
                       census. 
               Discuss the sampling design process. 
               Classify sampling techniques as non-probability and 
                       probability techniques. 
               Describe the non-probability sampling technique. 
               Describe the probability sampling technique.  
               Identify the conditions that favour the use of non-
                       probability sampling sampling versus probability 
                       sampling. 
                        
            Malhotra  Hall  Shaw  Oppenheim           Essentials of Marketing Research © Copyright 2004 Pearson Education Australia      8-2 
                  Sample or Census 
                                                                          Aggregate of all the elements that 
                               Population                                              share some common set of 
                                                                              characteristic and that comprise 
                                 (Census)                                the universe for the purpose of the 
                                                                                    marketing research problem. 
                                                                                                               A subgroup of 
                                                                                                              the population 
                                                                                Sample                             selected for 
                                                                                                             participation in 
                                                                                                                       the study. 
            Malhotra  Hall  Shaw  Oppenheim           Essentials of Marketing Research © Copyright 2004 Pearson Education Australia      8-3 
                  Table 8.1 Conditions Favouring the Use of  
                  Sample vs Census 
                                                                                Sample                        Census 
              Budget                                                            Small                         Large 
              Time available                                                    Short                         Long 
              Population size                                                   Large                         Small 
              Variance in the characteristics                                   Small                         Large 
              Cost of sampling errors                                           Low                           High 
              Cost of non-sampling errors                                       High                          Low 
              Nature of measurement                                             Destructive                   Non-destructive 
              Attention to individual cases                                     Yes                           No 
                                                                                                               
            Malhotra  Hall  Shaw  Oppenheim           Essentials of Marketing Research © Copyright 2004 Pearson Education Australia      8-4