Week 10: Final Project: Selecting a Sample

Selecting a Sample: The Eight Steps
To choose a sample for your research project, you must be familiar with the sample selection steps that researchers follow. If you skip any of the steps or perform them poorly, your sample is likely to be less representative of the population. Here are the steps:

1.     Decide whether to use a probability or non-probability sampling method.

People prefer to purchase UGG Australia footwear as gifts rather than for personal fulfillment and to test that hypothesis I have developed a questionnaire that ask fixed alternative questions for a high traffic environment that does not respond well to lengthy surveys. Using the non-probability sampling method allows me to survey random individuals to answer questions based on their personal judgment and focus my research on consumer needs. Using a probability sampling method would force me to survey only locals in Las Vegas to find a population, but most shoppers are international that shop in Caesar’s Palace.  Fixed alternative questions: Questions in which respondents are given specific, limited-alternative responses and asked to choose the one closest to their own viewpoint.

Non-probability sampling: A sampling technique in which units of the sample are selected on the basis of personal judgment or convenience; the probability of any particular member of the population being chosen is unknown.

2.     Define the target population.

My target population to test my hypothesis will be at a local shopping mall, Caesar’s Palace in Las Vegas, Nevada. There will be a plethora of tourist; therefore my target audience is UGG Australia shoppers. My goal is to possible improve sales in the chosen retail environment and pinpoint what drives UGG consumers to buy.

3.     Select a sample frame.

Random sampling will be used to generate results in a high traffic shopping mall. Random sampling errors will occur if the population of shoppers is either willing or not willing to buy the product or take the survey. Random sampling errors: The difference between the sample result and the result of a census conducted using identical procedures.

4.     Identify the sample unit.

Shoppers in UGG Australia will be surveyed.

5.     Plan the procedure for selecting sample units.

Every customer that walks into UGG Australia will be respectfully asked to participate in a survey to improve customer satisfaction. A total of 50 random individuals will be surveyed within two days.  Tourism brings international customers to UGG Australia; therefore it is most likely that some customers will not be able to speak English.

6.     Determine the sample size.

50 participants will be surveyed.

7.     Draw the sample.

What is your Gender?

·       Female or male

What is your age?

·       18-24

·       25-34

·       35-44

·       45-54

·       55-64

·       65-74

·       75-older

Do you live somewhere that consistently has “wet weather”?

·       yes or no

In which region of the United States do you live in?

·       1. New England (Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut)

·       2. Middle Atlantic (New York, New Jersey, Pennsylvania)

·       3. East North Central (Ohio, Indiana, Illinois, Michigan, Wisconsin)

·       4. West North Central (Minnesota, Iowa, Missouri, North Dakota, South Dakota, Nebraska, Kansas)

·       5. South Atlantic (Delaware, Maryland, District of Columbia, Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida)

·       6. East South Central (Kentucky, Tennessee, Alabama, Mississippi)

·       7. West South Central (Arkansas, Louisiana, Oklahoma, Texas)

·       8. Mountain (Montana, Idaho, Wyoming, Colorado, New Mexico, Arizona, Utah, Nevada)

·       9. Pacific (Washington, Oregon, California, Alaska, Hawaii)

·       I do not live in the United States

Would you consider UGG Australia a brand you can relate to?

·       Yes or no

·       I don’t know the brand

Are you aware of UGG Australia’s variety of products (men’s, kid’s, babies, home goods, accessories)?

·       Yes or no

Are you satisfied with the quality of our products?

·       Yes or no

How often do you wear UGG Australia footwear?

·       Couple times a year

·       Often

·       Never

·       When it is cold

When shopping at UGG Australia, who are you most likely to shop for?

·       Myself

·       My friends and family

·       Just browsing

What seasons do you wear UGG Australia product?

·       Winter

·       Spring

·       Summer

·       Fall

·       I wear UGG product all year long

8. Conduct the fieldwork.