4.2-Marketing Planning D

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IBBusinessAndManagement.com, IB Business and Management, Marketing, Maketing 4.2, 4.2 Marketing Planning

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IB Business and Management .com IB Business and Management T he IB Diploma Business and Management course delivered IN STYLE , ONLINE . ©

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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!!