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Researchers know we're supposed to sample people in the proper proportions but how do we know what those proportions are? In this webinar, I will demonstrate how to use census data to determine what your sample should really look like in terms of variables like age, gender, region and .education
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November 20, 2014
180 Montgomery Street, Suite 1700 - San Francisco, CA 94104
How to Sample the Right Percentages of People in your Study
or
How to Create US Census Sampling Targets for Free Using Data Ferret
What is sampling?
• Choosing people to participate in a study
• Types (in very basic terms)– Random sampling: You have a list of every single person
who is relevant to the study
– Stratified sampling: Organizing people into groups so you can select from those groups
– Convenience sampling: You have access to people who are relevant to the study
What is a sampling plan?
• Plan for selecting who will be invited to participate in the research
• Moms: Study about diapers
• Teenagers: Study about learning to drive
• Young adults: Study about job hunting for the first time
What is a sampling matrix
• Specific description of who you will sample
• Young adults: Study about job hunting for the first time
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Percent
Gender Male 50%
Female 50%
Age 16 to 19 33%
20 to 24 33%
25 to 29 33%
Region Northeast 25%
Midwest 25%
South 25%
West 25%
But what do young adults REALLY look like
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Percent
Gender Male 50%
Female 50%
Age 16 to 19 33%
20 to 24 33%
25 to 29 33%
Region Northeast 25%
Midwest 25%
South 25%
West 25%
Percent
Gender Male 50%
Female 50%
Age 16 to 19 25%
20 to 24 35%
25 to 29 40%
Region Northeast 20%
Midwest 20%
South 40%
West 20%
What is data ferret?
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What is data ferret?
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Create new variables
• Age grouping variable– 0 to 15
– 16 to 19– 20 to 24– 25 to 29– 30 to 99
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Create new variables
• Subsample variable– 0 to 15– 16 to 29– 30 to 99
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But what do young adults REALLY look like
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“Fair” Guessing Reality
Gender Male 50% 50% 50.2%
Female 50% 50% 49.8%
Age 16 to 19 33% 25% 27.7%
20 to 24 33% 35% 36.8%
25 to 29 33% 40% 35.5%
Region Northeast 25% 20% 17.9%
Midwest 25% 20% 21.2%
South 25% 40% 37.0%
West 25% 20% 23.9%
Weighting
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Census Targets
Returns Weights
Gender Male 50.2% 52% 104%
Female 49.8% 48% 96%
Age 16 to 19 27.7% 29% 105%
20 to 24 36.8% 35% 95%
25 to 29 35.5% 36% 101%
Region Northeast 17.9% 21% 117%
Midwest 21.2% 19% 90%
South 37.0% 36% 97%
West 23.9% 24% 100%
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Thank you!
Annie PettitChief Research OfficerPeanut Labs
[email protected] of Sales and Marketing
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11/20/14
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