Zusammenfassung der Ressource
Sampling
- Introduction
- A sample is a group of consumers who are r epersentative of the population
- A population is every single potentuial customer for a product or service
- Sampling is a term given to how a sample is chosen
- Important concept of primary market research
- The sample size is the number of people in the sample
- A sample is a group of people that is intended to repersent the overall population
- Market research s amied at understanding a market as a whole.
- Main Methods of sampling
- Random Sample
- Gives each member of the population equal chance of being in the sample
- No bias is introduced if done correctly
- Expensive as a large amount of results are needed to get a repersentitive sample of the population
- Quota Sample
- Invloves the population being broken up in to groups that specifc carataristics
- Can help research focus on a target market
- Takes up more time than random sampling and can generate bias
- Stratifed Sample
- Used when researchers want to provide insights into a specifc market segmant
- Has the benifit of being random and is not expesnive
- Low bias
- Small group means that even though its random not as many tests are needed thus reduceng costs
- Factos Effecting Sample size
- Market research should be low cost or free
- Type of Product
- Existing producs may have existing secondary data
- A new product is lesslikly to have relervent secondary data available
- Level of risk
- The newer the product and the more invested the greater the risk
- Primary reseach can help reduce risk
- Probems with primary research
- Human Behavior
- When in a purching situation a consumer would behave diffrently
- Bias
- The sample may not be big enugh to be repersentative of the population
- Other forms of bias
- Manor in whihc question are written and behavior in interview may effect result