Data collection strategies. The advantages of sampling. Sampling and non sampling errors. Stages in a sample survey. Alternative methods of administering a survey questionnaire. The design of survey questionnaires. Criteria for choosing sampling schemes. Simple random sampling. Stratified sampling. Systematic sampling. Cluster sampling. Multistage sampling. Estimates of means and proportions and their precision under alternative sample designs. Ratio and Regression estimators. Surveys of attitudes and opinions. Attitude scaling. Sample surveys in business, marketing and auditing.
