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© 2014 Pacific Crest
149
I
nformation
What you need to know
R
eadings
R
esources
M
ethodology
D
eciding
O
n a
S
ampling
P
rocedure
Scenario:
Marketing: Measuring the satisfaction of a company’s customers with a marketing
event paid for by the company
Step
Explanation
Watch it Work!
1.
Identify the
hypothesis or
question you want
to test
Specifically state the question/
hypothesis you want to answer/test.
What is the customer’s satisfaction
with the marketing event supporting
a specific product or the entire
company?
2.
Determine the
target population
Determine the population you are
examining in your question by
identifying its size, boundaries,
location, and identifying
characteristics.
The population consists of all the
customers who participated in the
event.
3.
Determine an
appropriate
sampling strategy
Chose between Probabilistic and
Non-probabilistic sampling.
Non-probabilistic
4.
Determine
appropriate
sampling
technique
Choose the appropriate probabilistic
or non-probabilistic technique.
Voluntary sampling
5.
Determine
appropriate
sample
Determine the appropriate size,
composition and process to collect
the sample data.
Sample as many customers at the
event as possible who are willing to
participate.
6.
Validate sampling
procedure
Check for internal consistency in the
data. Are there possible biases?
Possible bias—there may be
common characteristics in
the customers who choose to
participate and those who do not.
7.
Test your
hypothesis
Use the appropriate statistical
procedure to test your hypothesis/
answer your question.
See Chapter 7
3.4 Sampling