Sampling Methods and Market Research
- Created by: PixiePopcorn
- Created on: 27-03-14 08:14
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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
- Population divided into segments.
- 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
- Based on characteristics
- more reliable than other methods
- Population broken down into segments
- Qualitative data
- Descriptive data
- Opinions
- Thoughts
- Feelings
- Quantitative data
- Numerical data
- Stats
- Graphs
- Tables
- Numerical data
- Secondary Data
- Adavantages
- Readily Available
- Inexpensive
- Extensive
- Disadvantages
- Out-dated
- Unreliable
- Biased
- Sources
- Internal records
- Official publications
- Trade Associations
- Adavantages
- 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
- Advantages
- 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
- Advantages
- Focus Groups
- Advantages
- In-depth information
- Hands on- investigate product
- Timely- immediate
- Disadvantages
- Misued
- Mis-interpreted
- Poorly managed group dynamics
- Advantages
- Mystery shoppers
- Advantages
- Unique perspective
- Reward
- Reliable
- Disadvantages
- Depends on the evaluator
- Scapegoating
- Limited sample
- Advantages
- Other Techniques
- Observations
- Test Marketing
- Face to face interviews
- Sources
- Random Sampling
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