*Who to ask? – sample size and

sampling methods

*Sample

*The group of people taking part in a market research survey selected to be representative of the overall target market.

*Sampling methods

*Probability sampling*Random chance

*Simple random sampling*Each member of the target population has

an equal chance of being included in the sample.

*Systematic sampling

*Every nth item from the target population until the desired size is reached.

*Stratified sampling

*Members of different groups

*Quota sampling

*Cluster sampling

*Non-probability sampling

*Convenience sampling

*Snowball sampling

*Judgmental sampling

*Ad hoc quotas

*What to ask-questionnaire

design

*Open questions

*Closed questions

*How to ask? –self completed questionnaire or direct interview.

*How accurate is primary research?

*Sampling bias

*We have already identified the time and cost constraints on this. Results from a sample may be different from those that would have been obtained if the entire target population had been questioned.

*Questionnaire bias

*Other forms of bias

*Market research developments

*Cost effectiveness of market research

*What happens to the results

*Presentation of data

*Appropriateness of methods of presentation

*Analysing research results

*Method of presentation

*Tables*Line graphs*Bar charts*Pie charts*Histograms*Pictograms

*Activity 15.5

*Presenting data at ACM Ltd*Pg. 279

*Averages

*Arithmetic mean

*Mode

*Median