The Marketing Research ProcessQ Analysis, interpretation and presentation Q Define the problem Q Research design Q Data collection... Sampling TechniquesThe Marketing Research Process P
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Q Analysis, interpretation
and presentation
Q Define the problem
Q Research design
Q Data collection
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The Marketing Research Process
Population
Q Total group that the
researcher wants to
study
Census
Q Collection of data from all possible sources in a
population or universe
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The Marketing Research Process
Probability Sample
Q Sampling techniques where respondents have a known
(nonzero) chance of being chosen
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The Marketing Research Process
Probability Sample
Simple Random
Sample
Q Probability sample where researchers choose respondents from a complete list
of the population
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The Marketing Research Process
Q Probability sample where researchers divide the complete population list into groups and then use single random
sampling techniques
on the subgroups
Probability Sample
Simple Random
Sample
Stratified Sample
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The Marketing Research Process
Probability Sample
Simple Random
Sample Stratified Sample
Cluster Sample
Q Probability sample where researchers randomly choose areas of geographic clusters before
random cluster selection
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The Marketing Research Process
technique where
respondents have an
unknown or zero chance
of being chosen for the
sample
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The Marketing Research Process
where researches choose
respondents based on
ease of availability of
respondents
Nonprobability Sample
Convenience Sample
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The Marketing Research Process
where researchers
conveniently match
characteristics in the
population with quotas
Nonprobability Sample
Quota Sample Convenience Sample