1 Lecture 6 Sampling Department of Marketing Dr. Junzhao Ma MKF2121 Marketing Research Methods 8/30/2017 1 Agenda • Sampling plan • Assignment 1 2 8/30/2017 Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report 3 8/30/2017
2 4 Type of Research Design Exploratory Research Design Conclusive Research Design Research Design Descriptive Research Causal Research Secondary Data Qualitative Research Survey Observation 8/30/2017 4 Sampling Plan 5 8/30/2017 Sampling • Definition – the process of choosing a sample for your research project – For survey research, the process of selecting a group of people to fill out your survey – A census obtains information from every member in the target population (e.g., SETU is a census), but most of the time that is not possible. So researchers need to pick a sample • Objective – the sample should be “ representative ” of the target population of your study. Specifically, did your sample cover all the key segments in your population? 6 8/30/2017
3 Sampling process for your survey 1. Define your target population 2. Choose a sampling approach – 2.1. Specify the sampling frame(list or set of directions)? – 2.2. Specify the survey method (week 4) – 2.3. What is the sampling technique? – 2.4. Determine the sample size 3. Ask yourself: is the sample thus generated “representative” of the target population? (did I miss any segment?) 7 8/30/2017 1. Define your population 8 8/30/2017 • Your target population is determined by your research topic – Ex. 1: to understand customer satisfaction at Crown Casino (Population: all Melbournians and visitors who visit Crown) – Ex. 2: what are the key factors driving students’ grade expectation in the marketing research unit? (Population: all students taking MKF2121) • Some studies are more targeted and require that you focus on specific segments – Exclusion by demographics (age, income, gender, etc): if the study is about customers’ interest in a new line of ultra-luxury SUV, should you include all income groups in your survey? – Exclusion by usage pattern: e.g., for a study to understand why some gym members become inactive, frequent users should be excluded 2. Choose a sampling approach Start by asking whether you have a comprehensive list of customers to contact • Internal customer list • The list could also be external: e.g., phone book 9 8/30/2017 Customer ID Name Address Email customer 1 John Monash 26 Sir John Monash Dr, Caulfield East, VIC … Customer 2 Julia Gillard 55 Retiree Ave, Altona, VIC … customer 3 Tony Abbott 32 Onion St, Hobart, TAS … customer 4 Donald Trump 1/100 Wall St, New York, NY … Customer 5 Bernie Sanders 45 Burns Blv, Carthage, NH … … … Customer 100… John Bull 2/25 Grey St, St Kilda, VIC …
4 2.1. & 2.2. Specify the sampling frame and survey method • Sampling frame can be a list of customers to sample from, or a set of
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