Probability Sampling
In a random sample, every member of the population has an equal probability of being selected. This technique is considered the best way to obtain a representative sample, but it requires the researcher to specifically define the population and ensure that each member has an equal chance of being selected. Stratified random sampling involves random sampling of particular subgroups within a population. For example a sport marketing researcher might divide the consumer population into two groups-these who hold season tickets and those who do not-based on the percentage of fans at a particular sporting event who are currently season ticket holders. If, for a particular event, 45 percent of consumers are season ticket holders and 55 percent of consumers are individual game ticket purchaser, the researcher would then randomly select 45 percent of the sample from season ticket holders and 55 percent of the sample from buyers of tickets for an individual game. The stratified random sampling method ensures that the initial sample is reflective of the subgroups present in the population. Another approach, known as cluster sampling, randomly selects groups rather than individuals. For example, sport marketers could randomly select various seating areas within a stadium and survey all consumers within those sections. A third approach, systematic sampling, involves selecting every nth case. In other words, the researcher might survey every seventh person entering a particular gate of a sport facility or every fifth sponsor on a comprehensive list of event sponsors. Systematic sampling is most effective when the list from which the names are taken is randomly ordered.
สุ่มตัวอย่างความน่าเป็นIn a random sample, every member of the population has an equal probability of being selected. This technique is considered the best way to obtain a representative sample, but it requires the researcher to specifically define the population and ensure that each member has an equal chance of being selected. Stratified random sampling involves random sampling of particular subgroups within a population. For example a sport marketing researcher might divide the consumer population into two groups-these who hold season tickets and those who do not-based on the percentage of fans at a particular sporting event who are currently season ticket holders. If, for a particular event, 45 percent of consumers are season ticket holders and 55 percent of consumers are individual game ticket purchaser, the researcher would then randomly select 45 percent of the sample from season ticket holders and 55 percent of the sample from buyers of tickets for an individual game. The stratified random sampling method ensures that the initial sample is reflective of the subgroups present in the population. Another approach, known as cluster sampling, randomly selects groups rather than individuals. For example, sport marketers could randomly select various seating areas within a stadium and survey all consumers within those sections. A third approach, systematic sampling, involves selecting every nth case. In other words, the researcher might survey every seventh person entering a particular gate of a sport facility or every fifth sponsor on a comprehensive list of event sponsors. Systematic sampling is most effective when the list from which the names are taken is randomly ordered.
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