Consumer Behavior Research Methods

Definitions

Probability Sampling - Systematic Sampling

 
  • Select the first element at random and pick every 𝑖 th element in succession.

  • The sample interval, “𝑖” is determined by the population size and sample size. For example, if there are 100,000 elements in the population and a sample size of 1,000 is desired, the sample interval 𝑖 is 100

    For example, select a random number between 1 and 100. If this number is e.g. 23, the sample consists of elements 23, 123, 223,...

  • If the order of elements is related to the characteristic of interest, systematic sampling improve representativeness (e.g. if firms are arranged in increasing order of annual sales, a systematics sample will include some small and some large firms)

  • If the population elements are arranged in in a manner unrelated to the characteristic of interest, systematic sampling will yield results similar to simple random sampling. In this case, a systematic simple random sample may be unrepresentative because it may contain only small firms or a disproportionate number of small firms.

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