Consumer Behavior Research Methods

Definitions

Probability Sampling - Simple Random Sampling

  • Each element has a known and equal probability of selection, and is drawn at random independently of all other elements

  • Example: A hospital has 1000 patient records. How can one randomly select 100 records to review?

    --> You assign numbers from 1 to 1000 to each record and randomly select 100 numbers from 1 to 100 (without replacement).
    --> You need a random number generator. For example, SPSS or Excel can do that

 
Some things to keep in mind about random sampling:

  • It can be difficult to construct a list that will permit a random sample to be drawn

  • Time-consuming and costly data collection

  • Although samples drawn will represent the population well on average, a given random sampling may grossly misrepresent the target population

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