Marketing Research Sampling Methods

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* Case 1 In the appliance department case I believe that a non propability sample can be chosen as an operational ease seems to be required in this scenario. The population targeted for this research constitutes of both male and female buyers. The research further requires identifying the different age groups as well as different buying behaviors such as general buyers and gift buyers. The sampling method that can work well for the department store is convenience sampling as the sample unit can be contacted conveniently in the store. Sample units in this case are only chosen easily and expediently. As for the sample of the size I believe that around 150 customers would be an adequate size given that it is a one day event and that it takes 3 minutes to complete the questionnaire. * .Case 2 Systematic random sampling would be very useful in this condition. It is based on collection of units located at a certain prearranged gap called the sampling interval. It is appropriate for small scale surveys which may incur certain reasonable amount as the case given here. One of its key benefit is that it can also be used with no list of basic sampling units, as in situation where subject of study is organized in proper numbers like college , schools etc. Sampling Interval Calculation Interval = basic sampling units (BSU) in the population Number of sampling units needed for the sample Example: You need to conduct an air travel survey in a camp which contains 2400 students. According to calculations, your sample should have 300 students. The sampling interval will be : Sampling interval = 8 students After sampling interval is taken, you are ready to pick your 1st BSU. 2. Choose a number randomly 3 between 1 and the sampling gap calculated. 3. Preliminary at number 1 of list or survey, count up the BSUs until you obtain to the one that has the number

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