MKF2121 Week 06 moodle.pdf - Lecture 6 Sampling Dr JunzhaoMa MKF2121 1 Marketing Research Methods Agenda Sampling plan Assignment 1 2 Marketing Research

MKF2121 Week 06 moodle.pdf - Lecture 6 Sampling Dr...

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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
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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
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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
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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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