Download Sampling Techniques

Sampling
Reference: Paneersalvam Page- 190-201
“The quality of marketing planning decision
depends on the quality of the information on
which they are based”
Garbage In = Garbage Out
good market info = good marketing planning
Problem Definition
You have to first know what you are looking
for - this is not always so easy.
If your new chocolate bar isn’t selling well,
you don’t automatically do market research
on the “taste” - because maybe the reason
has to do with the packaging.
After the problem has been defined
(Step 1), and an exploratory
investigation (Step 2) has been
conducted,
it is possible to then formulate a
Hypothesis (Step 3)
Hypothesis
“A tentative explanation about the
relationship between variables as a
starting point for further testing.”
TEXT
The way of thinking about how something works and using your original “guess” as a starting point
for further investigation
Hypothesis
Research Design
The Research Design should be a plan for
testing the Hypothesis.
A series of advance decisions that, taken
together, make up a master plan or model for
conducting the investigation.
Research Design
Test Marketing
The selection of areas considered reasonably
typical of the total market, and introducing a
new product to these areas with a total
marketing campaign to determine consumer
response before marketing the product
nationally.
Sampling Techniques
• Population (universe)
• Probability Sample
• Convenience
• Quota
• Simple Random
• Census
• Nonprobability Sample
• Judgment
• Cluster
• Systematic Technique
Sampling Techniques
Population (universe)
• the total group that the researcher wants to study
Sampling Techniques
Census
• if the total group is contacted, the results are
known as a census (same term as used when the
government does a census to get information on
the citizens)
Sample
Sample is a process of selecting a subset of
rationalised number of members of the
population of the study and collecting data about
their attributes
These limited members are called sampling units
Based on the data gathered on the sample the
analyst draws conclusion about the population
Sampling
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Census and sample
Difficulty in taking a census
Time constraint
Cost constraint
Access constraint
Sampling Frame
•The complete list of all the members of a
population from which each sampling unit is
selected is called sampling frame
Telephone book
Voter List
•Attributes of a good sampling frame
•Refer Paneer Salvam P-191
Sampling Techniques
Probability Sample
• a sample in which every member of
the population has a known chance of
being selected
Sampling Techniques
Non probability Sample
• a sample chosen in an arbitrary way
so that each member of the population
does not have a representative chance
to be selected.
Sampling Techniques
NonProbability
Sample
• Convenience Sample a sample chosen in
an arbitrary way (a nonprobability
sample) so that each member of the
population does not have a
representative chance to be selected.
- BECAUSE they just used readily
available respondents/participants
•eg. “NDTV on the street interviews”
Sampling Techniques
Judgement Sample
• a nonprobability sample of people
with a specific attribute.
•eg. “NDTV on the street interviews”
of people that DO NOT have political
party affiliation - to determine how
they voted, and who would win the
election
Sampling Techniques
Quota Sample
• a non probability sample that is
divided so that different segments or
groups are represented in the total
sample.
Sampling Techniques
probability
Sample
Cluster Sample
• a probability sample that is used in groups
• used when it is difficult to ask everybody, so they
pick some areas and ask everybody in that area
(cluster)
•Similar Clusters -Dissimilar member wiyh in
cluster
Sampling Techniques
Probability
Sample
Simple Random Sample
• a probability sample in which everybody has an
equal opportunity of being selected.
•With Replacement
•Without replacement
Sampling Techniques
Probability
Sample
Systematic Sample
• every 5th, or every “n”th person is selected. An
example is market research people who call every
10th person in the phone book to get an opinion.
Stratified Sampling
Probability Sample
The population is divided into specific set of
strata
Dissimilar Strata -Members wityh in Strata similar
Probability Sampling
Multi-Stage Sampling
Non Probability Sample
Snowball sampling
Probability Sampling
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Simple random sampling
Stratified Sampling
Cluster Sampling
Multi-stage Sampling
Non ProbabilitySampling
• If respondents may not cooperate with
researcher then probability sampling fails
Non Probability Sampling
• Judgement Sampling
• Quota Sampling
• Snowball sampling
Marketing Information Systems
The most important thing is
RELEVANCE
Marketing Information Systems
The best way to get RELEVANT information is to
establish a systematic approach and have a
planned Marketing Information System
Marketing Information Systems
Defn
A set of routine procedures to continuously
collect, monitor, and present internal and
external information on company performance
and opportunities in the marketplace.
Marketing Information Systems
For some companies, market knowledge comes in on a
regular basis.
Some stuff is “Data”, and some is “Information”
Data = statistics, opinions in surveys, facts, predictions
etc.
Information = data RELEVANT to the Marketing
Manager in making decisions
Figure 5.2 Information Components of a Firm’s MIS
Marketing Information Systems
All of this depends on the ability of the
company to use technology to help it be
better than the competition