Sampling Methods and Market Research 

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  • Sampling Methods and Market Research
    • Random Sampling
      • Every member has an equal chance of being selected
      • Every member of the strata must be identified
    • Stratified Sampling
      • Population divided into segments.
        • Random samples drawn from each segment
      • Representative
      • Avoids bias
    • Cluster Sampling
      • Divided population into small geographical areas - clusters
      • Sample is randomly selected from each cluster
      • Saves money and time
      • Respondents in small area- similar characterisitcs
      • Danger of being bias
    • Convenience sampling
      • Made up of respondents that are most easily contacted
      • Can be bias
      • Rarely be representative
    • Quota Sampling
      • Population broken down into segments
        • Based on characteristics
          • Age
          • Gender
          • Social class
      • more reliable than other methods
    • Qualitative data
      • Descriptive data
      • Opinions
      • Thoughts
      • Feelings
    • Quantitative data
      • Numerical data
        • Stats
        • Graphs
        • Tables
    • Secondary Data
      • Adavantages
        • Readily Available
        • Inexpensive
        • Extensive
      • Disadvantages
        • Out-dated
        • Unreliable
        • Biased
      • Sources
        • Internal records
        • Official publications
        • Trade Associations
    • Primary data
      • Sources
        • Face to face interviews
          • Advantages
            • In person- see researcher- interactions
            • Depth/length of interview
            • Show and tell e.g. demos, catalogues
          • Disadvantages
            • Expensive
            • Quality Control
            • Less respondent anonymity
            • Slower
        • Postal Surveys
          • Advantages
            • Less costly
            • Show visuals- pics
            • Complex tasks- rank ordering
          • Disadvantages
            • Low response rates
            • Limited for unaided awareness or open-ended questions
            • Turn around- completed in days or weeks
            • Uncertainty about respondent qualitfications
            • Exposure to competition
            • Data limitations- unanswered questions
            • Length Limitations
        • Focus Groups
          • Advantages
            • In-depth information
            • Hands on- investigate product
            • Timely- immediate
          • Disadvantages
            • Misued
            • Mis-interpreted
            • Poorly managed group dynamics
        • Mystery shoppers
          • Advantages
            • Unique perspective
            • Reward
            • Reliable
          • Disadvantages
            • Depends on the evaluator
            • Scapegoating
            • Limited sample
        • Other Techniques
          • Observations
          • Test Marketing

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