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The Use of Ranking Sampling Method within Marketing Research

Codruța Dura () and Imola Driga ()
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Codruța Dura: University of Petroșani, Romania

Annals of the University of Petrosani, Economics, 2011, vol. 11, issue 1, 77-88

Abstract: Marketing and statistical literature available to practitioners provides a wide range of sampling methods that can be implemented in the context of marketing research. Ranking sampling method is based on taking apart the general population into several strata, namely into several subdivisions which are relatively homogenous regarding a certain characteristic. In fact, the sample will be composed by selecting, from each stratum, a certain number of components (which can be proportional or non-proportional to the size of the stratum) until the pre-established volume of the sample is reached. Using ranking sampling within marketing research requires the determination of some relevant statistical indicators - average, dispersion, sampling error etc. To that end, the paper contains a case study which illustrates the actual approach used in order to apply the ranking sample method within a marketing research made by a company which provides Internet connection services, on a particular category of customers – small and medium enterprises.

Keywords: market analysis; ranking sampling; proportional survey; non-proportional survey (search for similar items in EconPapers)
JEL-codes: C83 M31 (search for similar items in EconPapers)
Date: 2011
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