Cluster sampling

Topics: Sampling, Cluster sampling, Sample Pages: 9 (2748 words) Published: April 1, 2014
THE USE OF CLUSTER SAMPLING TO SELECT A REPRESENTATIVE SAMPLE: STUDENT RECRUITMENT MARKETING IN SOUTH AFRICA – AN EXPLORATORY STUDY INTO THE ADOPTION OF A RELATIONSHIP ORIENTATION

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Due date: 14 September 2013
TABLE OF CONTENTS
1INTRODUCTION1

2CLUSTER SAMPLING2

2.1ADVANTAGES OF CLUSTER SAMPLING3

2.2DISADVANTAGES OF CLUSTER SAMPLING3

3USE OF CLUSTER SAMPLING IN A RECENT MARKETING RESEARCH STUDY3

3.1ADVANTAGES OF USING CLUSTER SAMPLING IN THE RELEVANT STUDY4

3.2DISADVANTAGES OF USING CLUSTER SAMPLING IN THE RELEVANT STUDY5

4CONCLUSION7

REFERENCE LIST8

Annexure A: STUDENT RECRUITMENT MARKETING IN SOUTH AFRICA – AN EXPLORATORY STUDY INTO THE ADOPTION OF A RELATIONSHIP ORIENTATION9
1INTRODUCTION
In order to possess an industry competitive edge market research should be highly valued because marketing research holds true to a firm’s future growth potential and sustainability because marketing research is responsible for sharing and distributing irreplaceable market knowledge within a firm’s functional departments (Lloyd 2013:¶12). To this end, the assignment will investigate the nature of cluster sampling by finding a strategic fit between theoretical principles and practical applications with regard to cluster sampling. The main objective of the assignment is to exhort understanding towards cluster sampling by defining what a cluster sample is while further highlighting the advantages and disadvantages of cluster sampling. In addition, the assignment will select a research study that utilised the cluster sampling method. This section of the assignment will critically and practically analyse why a cluster sampling structure was used for the study while comparing this method to other possible sampling methods. This section of the assignment will further suggest possible flaws and key success factors involving the research study’s sampling technique. The assignment was referenced and based primarily on secondary data sources such as academic textbooks, the internet and journal articles. All the sources used are not older than ten years which means that no resources exceeding the year 2003 were used. The data collection method was based on the fact that the information could be collected in a cost effective manner, the information is easy to access and swift to access. This decision was supported by the time barriers experienced as a result of the third year marketing students’ academic schedule. However, the assignment fashioned some challenges. One of the challenges experienced was the lack of relevant and current academic textbooks. This was overcome by making use of the electronic sources such as the internet in the form of Google Books, Google Scholar and credible websites. Furthermore, finding cluster sample studies proved challenging, however, this challenge was overcome by selecting a suggested research study from the third year Marketing Research study guide.

2CLUSTER SAMPLING
McDaniel and Gates (2008:343) as well as Malhotra (2004:328) agree that cluster sampling is when one selects a sub-group of a targeted population that is divided into mutually exclusive and collectively exhaustive groups called clusters. After the clusters have been identified the clusters are selected in two ways. The samples can either be selected probabilistically which means that not all of the clusters will be included in the survey process or all of the clusters will feature in the survey procedure (McDaniel & Gates 2008:343). According to Malhotra (2004:329) cluster sampling can be categorized into three main groups. Malhotra (2004:329) claims that cluster samples can be categorised into one stage sampling, two stage sampling and multi-stage sampling. Single stage sampling occurs when one lists all the clusters in the population and from that list clusters are selected (Ahmed 2009:3). The clusters are then selected...
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