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This guide facilitates the decision about how to collect research data and how to select a sample of the population of interest so that it is truly representative.
"At the same time, the requirement that samples be representative of the population from which they are drawn has to be offset against time and other resource considerations. This being the case, choices have to be made between the mathematically superior probabilistic sampling options and the more pragmatic non-probability sampling options." (FAO 1997)
Contents
- Chapter Objectives
- Structure Of The Chapter
- Random sampling
- Systematic sampling
- Stratified samples
- Sample sizes within strata
- Quota sampling
- Cluster and multistage sampling
- Area sampling
- Sampling and statistical testing
- The null hypothesis
- Type I errors and type II errors
- Example calculations of sample size
- Chapter Summary
- Key Terms
- Review Questions
- Chapter References
Sources
Food and Agricultural Organisation of the United Nations (FAO) (1997). Chapter 7: Sampling In Marketing Research. In Marketing research and information systems. (Marketing and Agribusiness Texts - 4). Agriculture and Consumer Protection, FAO. Retrieved from https://www.fao.org/3/W3241E/w3241e08.htm
'FAO: Sampling in marketing research' is referenced in:
Method