The Task – Create a Sampling Plan
Format: In a Word document, answer the following questions. Use the bolded headers EXACTLY as they appear below (you do not need to restate the questions but use the numbering and headers exactly as they appear to organize your response). Points will be deducted for not using this format.
1. Describe the Desired Population You Wish To Study
a. State the research objective of this survey.
b. What group, segment, or individuals are you targeting for this survey (e.g., LOHAS living in the Pacific NW; high-income earners in the Midwest with an interest in organic food)?
c. Describe the population’s demographic characteristics including: level of edu¬cational achievement, income, age, marital status, etc.
d. Given the research objective, is this population relevant?
e. Describe their average level of knowledge about the topic of this research project. How is this target population going to inform the research question?
2. Define the Target Population
a. What is the time frame (e.g., fix the population in time, when will the survey take place and for how long)?
b. What is the sampling unit (e.g., basic unit containing elements)?
c. What is the element (e.g., who is being interviewed? Head of household? )?
d. Justify your decisions. What are you going to learn from this target population that will help the company make marketing decisions?
3. Sampling Frame
a. What is your sampling frame?
b. How are you going to gain access to this sampling frame? (For instance, if you are going to field an online survey of tea drinkers, you might purchase access to an online panel from a list broker. In this case, your sampling frame would be the panel.)
c. Address the possibility of sampling frame error. In other words, what is the possible discrepancy between your desired research population and the sampling frame you have chosen? How will you address this error? Will you ignore this discrepancy (if it’s small enough, this might be ok), but chances are you’ll need to make some accommodations to your research plan).
4. Sampling Technique
a. Are you going to use probability sampling (e.g., simple random, systematic, stratified, cluster) or nonprobability sampling (e.g., convenience, judgmental, quota, snowball)?
b. Once you have determined whether you will use probability or nonprobability sampling, specify which type you will use. If using probability sampling will you use simple random, systematic, stratified, cluster)? If using nonprobability sampling will you use convenience, judgmental, quota, snowball)?
c. Discuss the advantages of your chosen technique.