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

MKF2121 Week 06 New.pdf - Lecture 6 Sampling Dr JunzhaoMa...

This preview shows page 1 - 5 out of 19 pages.

1Lecture 6SamplingDepartment of MarketingDr. Junzhao MaMKF2121Marketing Research Methods8/29/20161AgendaSampling planAssignment 128/29/2016Marketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the Report38/29/2016
Background image
24Type of Research DesignExploratory Research DesignConclusive Research DesignResearch Design Descriptive ResearchCausal ResearchSecondary DataQualitative ResearchSurveyObservation8/29/20164Sampling Plan58/29/2016SamplingDefinition – the process of choosing a sample for your research projectFor survey research, the process of selecting a group of people to fill out your survey– A censusobtains 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 sampleObjective – the sample should be “representative” of the target population of your study. Specifically, did your sample cover all the key segments in your population? 68/29/2016
Background image
3Sampling process for your survey1.Define your target population2.Choose a sampling approach2.1. 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 size3.Ask yourself: is the sample thus generated “representative” of the target population? (did I miss any segment?)78/29/20161. Define your population88/29/2016Your target population is determined by your research topicEx. 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’ performance in the marketing research unit? (Population: all students taking MKF2121)Some studies are more targeted and require that you focus on specific segmentsExclusion 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 excluded2. Choose a sampling approach2.1. Start by asking whether you have a comprehensive list of customers to contactInternal customer listThe list could also be external: e.g., phone book98/29/2016Customer IDNameAddressEmailcustomer 1John Monash26 Sir John Monash Dr, Caulfield East, VICCustomer 2Julia Gillard55 Retiree Ave, Altona, VICcustomer 3Tony Abbott32 Onion St, Hobart, TAScustomer 4Donald Trump1/100 Wall St, New York, NYCustomer 5Bernie Sanders45 Burns Blv, Carthage, NHCustomer 100…John Bull2/25 Grey St, St Kilda, VIC
Background image
42.2. Specify the survey methodSampling frame can be a list of customers to sample from, or a set of
Background image
Image of page 5

You've reached the end of your free preview.

Want to read all 19 pages?

  • Two '16
  • representative

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture