Page 64 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 4. Also, there are circumstances when a census is not possible.

Example: Reactions to global advertising by a company.

Self Assessment

Fill in the blanks:
1. A sample is a part of a .................... population.
2. Sampling .................... is the list of elements from which the sample is actually drawn.
3. A sample is appropriate when the size of population is .................... and .....................

4. A census is appropriate if the size of population is .....................

4.2 Steps of Sampling Design

Sampling process consists of seven steps. They are:
1. Define the population
2. Identify the sampling frame

3. Specify the sampling unit
4. Selection of sampling method
5. Determination of sample size
6. Specify sampling plan

7. Selection of sample
1. Define the population: Population is defined in terms of:
(a) Elements
(b) Sampling units

(c) Extent
(d) Time.

Example: If we are monitoring the sale of a new product recently introduced by a company,
say (shampoo sachet) the population will be:

(a) Element - Company's product
(b) Sampling unit - Retail outlet, super market
(c) Extent - Hyderabad and Secunderabad
(d) Time - April 10 to May 10, 2006
2. Identify the sampling frame: Sampling frame could be

(a) Telephone Directory
(b) Localities of a city using the municipal corporation listing
(c) Any other list consisting of all sampling units.

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