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z Selecting a Small group (i.e. sample) of the population from a market for primary research Sampling methods Who? what? costs? HL
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z Quota sampling Market segmentation Advantages & Disadvantages?
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z Random sampling Probability sampling Advantages & Disadvantages?
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z Stratified sampling Proportional selection from proportional Market segment Advantages & Disadvantages? Male Female Full time Part-time How many should be sampled from each segment according to the information?
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z Cluster sampling Advantages & Disadvantages?
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z Snow balling Advantages & Disadvantages?
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z Limitations of sampling & sampling errors Non sampling – researchers’ mistakes Non sampling – respondents’ responses Confidence levels, e.g. 95%
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z Sampling errors Sample size too small Not representative of the population Inappropriate sampling method used (e.g. ‘snowballing’) Bias present in research
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z If you get the market research right, you’re onto a winner!!