Consumer Behavior Research Methods
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Definitions

Probability Sampling - Cluster Sampling

  • The target population is divided into mutually exclusive and collectively exhaustive clusters (e.g. geographic areas such as counties, or blocks)

  • Then, a random sample of clusters is selected based on a probability sampling

  • For each selected cluster, either all the elements that are included in the sample or a sample of elements is drawn at random.

  • Difference between stratified sampling and cluster sampling

    – In cluster sampling, only a sample of subpopulations (clusters) is chosen, while in stratified sampling, all the subpopulations (strata) are selected for further sampling.

    – Elements within a cluster should be as heterogeneous as possible, but clusters should be as homogeneous as possible

    – On the other hand, the elements within a stratum should be as homogeneous as possible, but the elements in different stratum should be as heterogeneous as possible.

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