Consumer Behavior Research Methods

Definitions

Probability Sampling - Stratified Sampling

  • Stratified sampling is a two-step process in which the population is partitioned into subpopulations, or strata (e.g. age, income, nationality)

  • After the population is partitioned into strata, elements are selected from each stratum by a random procedure (usually simple random sampling)
 
  • Using same sampling fraction for all strata ensures proportionate representation in the sample.

  • Difference between stratified sampling and quota sampling: In stratified sampling, the sample elements in each stratum is selected at random. On the other hand, in quota sampling, convenience or judgement sampling is used.

  • Reasons for using stratified over random sampling:
    • Stratification may produce a smaller error of estimation than would be produced by a simple random sample of the same size -->Important subgroups are represented!

    • Estimates of population parameters of subgroups may be desired (e.g. EU survey)

    • Less costs 

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