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Vzorčenje v anketah



Survey sampling is a large and expanding statistical field on which there are many excellent textbooks in English. This book introduces the subject in Slovenian. In this context, it was useful to refer to Introduction to Survey Sampling by Graham Kalton, as it is a verified international bestseller for introductions to survey sampling. Chapters 1-10 and 15, 16 are thus translations and slight adaptations from Introduction to Survey Sampling, while the Slovenian author added chapters 11-14 as well as 9.5, 8.5, 10.3 and 15.4. All this has significantly expanded the original monograph and added examples from the Slovenian context. I am grateful to Graham Kelton who agreed to the translation, and to Robert Groves who had the original idea for such a combination.
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Changing lifestyles bring shifts in household composition which affect male-female proportions in the Troldahl-Carter method of random selection of respondents within a household. Five field tests are reported using the 1964 Troldahl-Carter technique and 14 tests using modifications of it which produce better results in today's adult population.
Some of the recent developments in sample survey methodology that are relevant to marketing research are reviewed. These innovations, all involving probability sampling, concern (1) methods of minimizing the total survey error, (2) methods of estimating the sampling errors in complex surveys, (3) more efficient methods of sampling from complex frames, (4) the selection of telephone household samples, and (5) methods to protect the privacy of respondents and increase response validity. These innovations are described in terms of actual methods and potential applications.
Random selection of eligible persons within households typically is done by procedures developed by Kish or by Troldahl-Carter-Bryant. These procedures require different tasks from respondent and interviewer. The differences have been thought to affect cooperation rates and/or respondent/household characteristics. The authors examine the Kish procedure and two versions of the Troldahl-Carter-Bryant procedure and conclude that Kish and one version of Troldahl-Carter-Bryant are the preferred methods.
A sampling technique is defined as introducing control into the selection of n out of N sampling units when it increases the probabilities of selection for preferred combinations of units (and decreases the probabilities for non-preferred combinations). Methods used in the past have by no means exhausted the possibilities of controlled selection, however. Procedures are developed by which the probabilities of selection for preferred combinations are sharply increased and the theoretical basis for the methods is stated. The methods are applied to a specific problem and the procedures are described in detail. It it found that as a result the variances of estimates for several important items are reduced as compared with the corresponding variances for stratified random sampling.