After reading this chapter, you should be able to:

• appreciate the key elements involved in devising a sampling plan

• understand the important features of both probability and non-probability samples

• understand the major types and primary practical uses of both probability and non-probability sampling

• understand the primary approaches for determining sample size

• appreciate the nature of the sources of sampling and non-sampling error and how to minimise them.



call-backs census cluster sample convenience sample frame judgement sample non-probability sample non-response error population probability sample quota sample random sample response error sample social classification stratified sample universe

Image Sampling Marketing

Plan of Chapter 4

Online Survey Champion

Online Survey Champion

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