Creative Commons - BY-NC-SA -- 2013
Thanks to the students of BMKT 360 – Marketing Research Summer 2013 at
Capilano University for developing this marketing research textbook and
helping to keep textbook costs affordable.
Chapter 3 - Impact of Technology on Marketing Research 14
Chapter 4- Ethical Issues in Marketing Research 19
Chapter 5- Research Proposal 22
Chapter 6 - Surveys and Questionnaires 29
Chapter 7 - Sampling Approaches 30
Chapter 8 - Determining the sample size 38
Chapter 9 - Measurement and Scaling 46
Chapter 10 - Data Preparation and Preliminary Data Analysis 54
Chapter 11 - Report Preparation & Presentation 65
Appendix A - Primary Data Research Tactics 66
Primary Data - Field Experiment 66
Primary Data - Field Trials 69
Primary Data - Focus Groups - In-Person 71
Primary Data - Focus Groups - Online 73
Primary Data - Interviews - In Depth 75
Primary Data - Interviews - Mall intercept 80
Primary Data - Laboratory Experiments 83
Primary Data – Neuromarketing - Biometric Market Research Techniques 86
Primary Data - Observation method 89
Primary Data - Personal Interview - Executive Interview 93
Primary Data - Projective Technique - Pictorial Construction 96
Primary Data - Projective Technique - Role Plays 101
Primary Data - Projective Techniques - Sentence Completion Tests 103
Primary Data – Projective Techniques – Word Association Tests 109
Primary Data--Surveys--Mail Interviews 111
Primary Data - Survey - Omnibus Panels 114
Primary Data - Survey - Online Interview 116
Primary Data – Survey – Personal interviews – In Home 119
Primary Data - Survey - Purchase Intercept Interviews 122
Primary Data - Web - Heat Maps 129
Primary Data - Web - Web Analytics 133
Appendix B - Secondary Data Research Tactics 136
Secondary Data - Case Study 136
Secondary Data - Commercial Information Sources 140
Secondary Data - Expert Advice 142
Secondary Data - Industry Data 144
Secondary Data - Internal Data 146
Secondary Data - Internet 149 Secondary Data - Macro Data
Chapters
Chapter 1 - Introduction to Marketing Research
By Team 5 – Adam, Alex, Katie, Jie, Leyin and Lin
Chapter Summary
1.1 – Introduction
The purpose of conducting market research is to receive answers and gain more knowledge about a specific topic. Research is seen as the base of scientific progress; it is used in many fields outside of science. In general, research is conducted for the purpose of gaining knowledge to reduce issues, finding aids for
problem solving, as well as discovering relationships and links between events. Research can be used for the purposes of description, explanation and prediction, all which are very valuable as they allow us to expand what we know. In the past, research was hidden away in the private domain and was rarely shared with the general public. However, we are now seeing studies reported on the local news and the Internet, as well as a number of other media outlets. As information on previous studies is much more readily available than it was 10 years ago, firms are more frequently able to study relevant data that has already been collected, saving them the time and money of having to collect their own data.
According to the American Marketing Association, the definition of marketing is “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” This definition stresses the importance of offering
value to customers and society as a whole, rather than maximizing profits. This means that all organizations should constantly be obtaining information about the needs of their customers and should ensure that these needs are met. Marketing research is a fundamental tool for collecting information on customer satisfaction.
The marketplace has become increasingly complex over the years and because of this, decision makers have an increasing need to better understand the market as well as their consumers and suppliers. Without taking the time to research their customer base and its wants and needs, managers will have a very difficult time making informed decisions. It is also essential for managers to take the time to look into what their
competitors are doing. Without trying to build and maintain a competitive edge, businesses will often have difficulties with profitability in the long term and lose their position in the market.
1.2 – Marketing Research
When conducted properly, marketing research provides managers with information that is relevant to a specific topic, accurate, and time appropriate. This information can greatly improve the strength of the managerial decisions by reducing the risk in the decision making process. The use of market information that is generated by market research can also help firms achieve and sustain a competitive advantage. Therefore, market research should be defined as a tool that helps gather information that can lead to a more informed decision. However, Market research must be conducted and analyzed carefully in order for it to provide an organization with information that will lead them to success.
Some of the most valuable data that managers are able to collect from market research is the data that can provide insights for them to better understand their customers. Factors such as: who their customers are, what they want, how they want it, where they want it to be available and the appropriate price points. These are are all important factors for organizations to consider. These factors should be identified with marketing research techniques in order to guide managers in the decision making process.
According to Paurav Shukla, many organizations around the world fail due to lack of marketing research relating to their customer’s needs. Over two thirds of businesses fail to satisfy customer needs because the organization’s belief about what their customers want is inaccurate. Once a company realizes that these beliefs are inaccurate, they often use after-the-fact research to figure out what went wrong (Shukla 14).
There are two different strands of marketing research that aid organizations in the decision making process.
This first strand is problem identification research; this helps identify problems that are not visible on the surface but do exist or will exist in the near future. Problem identification research is used for the analysis of market share, market potential, sales, forecasting, trends and branding. The second strand is problem-solving research; this is carried out to help solve specific research problems. Problem solving research is used for the analysis of market segments, products, pricing, promotions, distribution and logistics (Shukla 15).
One of the most important aspects that must be determined before market research can be conducted, is the definition of the correct problem. Loosely defined problems often lead to results that are not useful in the decision making process. The problem must be correctly defined in order to obtain information that is
relevant to the issue at hand.
1.3 – Scientific Marketing Research Process
This section looks at how the information needed for marketing research can be acquired and what the optimal process for finding and utilizing the data is. Most marketing research information is expensive to obtain and difficult to come by. In some cases marketing information is not readily available; this problem occurs most often for companies in emerging industries because for many of these industries, a customer base may not even exist yet.
Before market research can begin, the scientific method and process should be defined. There are many debates over the exact definition of the scientific method, but most researchers agree it can be defined by the following steps:
(Shukla 19)
Most marketing research involves getting either direct or indirect information from the marketplace and this is done by using a common method and technique. The scientific marketing research process can be defined in 5 Stages:
(Shukla 20)
Most market research is a continuous process, which means that following step 5, researchers will return to step 2 to conduct further research in order to better understand an issue or opportunity. Step 1, the problem or opportunity identification stage relates to the managers interpretation of market forces and analysis. The problem or opportunity will eventually become what the entire future process will be based around, so it is extremely important to identify it correctly. Exploratory research usually tends to be qualitative. Exploring a problem or opportunity leads to ideas, which can be further defined and measured quantitatively; this is step 3, hypothesis development. The hypothesis is tested with conclusive research through a larger sample size.
Conclusive research is mostly quantitative. From here, the final results can be found, which most often leads to more research.
The execution of a marketing research project essentially follows the following procedure:
(Shukla 21) 1.4 – Defining a Problem
Generally, in marketing research, problems are generated through observation of inconsistencies or some other phenomena that is puzzling to researchers. In order to gather data that can support or contrast said inconsistencies or phenomena, researchers must define the problem accurately. By defining a problem correctly, the process of gathering data and ultimately generating conclusions becomes more efficient.
The decision-making process, according to Paurav Shukla consists of four steps:
(Shukla 23) Defining a problem in business environments can be difficult due to the many inputs from various
individuals in an organization; therefore, several questions must be addressed in order to come to an accurate final consensus.
Marketing researchers must ask:
(Shukla 23)
These questions are essential to producing accurate results to a central problem. If there are steps that have not been taken prior to performing market research, the central problem should be addressed and redefined.
Managers are often faced with difficult situations in which their business is declining. In these cases, defining the central and specific problem is essential in determining shortfalls and capitalizing on market demands.
Problems such as declining business can be attributable to an array of different factors; therefore, it is necessary to focus the problem on one manageable and measurable aspect. Having a problem that is too general can produce inaccurate or irrelevant results; this is a major loss of time and money for organizations.
Defining a problem is critical in choosing one course of action over another to inevitably benefit the organization.
1.5 – What Marketing Research Can’t Do
Although marketing research can be very effective in offering solutions to problems that are faced by
management, it cannot always provide a solution to every problem. There have been instances of unfavorable outcomes and failures in decision making through the use of market research, whereas reliance on intuitive feelings have sometimes prevailed and generated significant successes. Nonetheless, it is noted that intuitive feelings are simply based upon subjective opinions, in contrast to researched and quantifiable evidence.
Marketing research is used as a guide for decision making and cannot be fully relied upon to generate final decisions. Marketing research is often reflected upon as a useful tool in making more informed decisions, whether or not the research is depended upon significantly. However, research is not, and should not be the sole factor in the decision making process because the results are accompanied by some uncertainty of success. Marketing research simply reduces risk for decision makers and in doing so, reduces the likelihood of failure; it certainly does not eliminate it entirely. Ultimately the true value of market research comes in making more informed decisions and providing better odds of long-term success.
1.6 – Conclusion
In the competitive business world, marketers constantly struggle to meet and exceed the demands of their customers. The various decisions organizations employ, ultimately result in their success or failure. In order to minimize the likelihood of failure, organizations use marketing research tactics. To help ensure quality results, routine communication between organizations and market researchers is becoming more prevalent.
Clearly defining the central problem is the most essential process in marketing research as it can lead the process to great success. However, when defined incorrectly, it can lead to inaccuracies and failures. An incorrectly defined problem that leads to significant inaccuracies and failures can be severely detrimental to an organization. As mentioned, market research is a very useful tool; however, it cannot be entirely relied upon and it must be understood that it does not accompany guaranteed success. Market research simply provides a solid ground in guiding decision making.
Works Cited:
“AMA Definition of Marketing”. Marketingpower.com. Marketing Power Inc. 2013. Web. 12 June 2013.
<http://www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx>
“Introduction to Marketing Research”. Marketingteacher.com. Marketing Teacher Ltd. 2013. Web. 13 June.
2013. <http://www.marketingteacher.com/lesson-store/lesson-marketing-research.html>
“Marketing Research”. Quickmba.com. 2010. Web. 19 June 2013.
<http://www.quickmba.com/marketing/research/>
“Meaning and Scope of Marketing Research”. managementstudyguide.com. 2013. Web. 16. June 2013.
<http://www.managementstudyguide.com/marketing_research.htm>
Shukla, Paurav. Essentials of Marketing Research. 2008. 8 June 2013
<http://bookboon.com/en/marketing-research-an-introduction-ebook>
Smith, Scott. “Marketing Research Process: 9 Stages to Market Research Success”. Qualtrics.com. Qualtrics Labs, Inc. 5 Nov 2012. Web. 18 June 2013. <http://www.qualtrics.com/blog/marketing-research-process>
Chapter 2 - Types of Marketing Research
Introduction
Marketing Research is a key element in the overall study of market information, which provides a company with valuable information. This information aids management in making current and relevant decisions about their marketing strategy.
“It is the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions;” (13) The Researcher is responsible for creating the method, implementing the collection of the data, and analyzing the information assembled. Moreover, the researcher does not actively collect the data himself; instead, it is the field workers that collect the data. It is used as a decision making tool as well as identifying reasons for problems once they have arisen.
The varying methods of data collection include the following: surveys, observations, and consumer panels.
The first method, surveying, takes place on the phone or in person, using questions prepared beforehand by the researcher. Next is using observations, which is when field workers watch and record people’s behavior.
Lastly, the consumer panel is when a group of individuals sample and talk about a product. This in turn provides valuable feedback on a new product. All three methods have their corresponding advantages that vary on the content being researched.
Primary Research
Primary research consists of surveys, observations, and interviews. These are conducted to collect data, which can then be analyzed and organized to discover real-life answers to questions posed by the researcher.
Primary research can be divided into both qualitative and quantitative research (Brizee, and Driscoll).
Types of Qualitative Research
Qualitative research is conducted by means of exploratory research; focus groups are used to explore
problems and opportunities by focusing on open-ended questions. For example, researchers will hire a focus group, where the individuals fall within the demographics of their “target market”. In this example, this group will determine whether the packaging design of the new to market soft drink is appealing. Moreover, if it will gain attention when put next to its competition.
Furthermore, there are four major fields of qualitative research; these include the following:
1. Phenomenology: used to describe the phenomenon and the structure that researchers experience.
2. Ethnography: mainly focuses on studying socio-cultural phenomena and cultural beliefs.
3. Grounded Theory: is based on the data and an inductive approach.
4. Case Study: researchers collect data and study it in depth by single case. (Christensen)
Derived from those four fields, there are different types of qualitative methods; they include focus groups, word association techniques, sentence completion tests, and pictoral construction technique.
The first method being focus groups, these can be conducted either in-person or on-line. This allows researchers to receive feedback and opinions on various aspects of the company, industry, products and brands. The advantages of an on-line focus group are that it allows a company to conduct market research on a global level. Moreover, respondents can participate from the comfort of their own home (Group Quality).
This is followed by the word association technique, which is when respondents are asked to quickly reply with the first word that comes to mind as they are shown a picture or given a word. This technique is used to discover what the respondents think about various brands, products or actions when provided with related words or pictures.
Furthermore, the sentence completion test is when respondents are asked to complete a sentence by filling in predetermined blank spaces. This technique is used to expose the respondent’s emotions towards a product or brand.
Lastly, the pictoral construction technique is when respondents are shown a picture and asked to write a short narrative. The picture may be of a character, brand, product or some item used to gauge the respondent’s perception. Mostly, it is helpful when researchers seek feedback on product branding, packaging and external marketing materials.
Types of Quantitative Research
When compared to qualitative research, quantitative research aims to use a high volume of respondents (sample size). Moreover, statistical analysis provides market researchers with data that is reliable and valid;
this helps make a generalized inference about the population. Market researchers utilize the quantitative research methods of interviewing which can be conducted face-to-face, online or by telephone. Also, surveys may be used, which are conducted face-to-face, online, telephone or mail to collect vast amounts of data (DJS Research).
Quantitative research can be broken down into four specific types, respectively, descriptive, correlational, cause-comparative and experimental research .
1. Descriptive research: uses collective data and the statistical method to analyze data.
2. Correlational research: is used to measure the degree the relationship between more than one quantifiable variable.
This degree is often expressed by a correlation coefficient, from 0 to 1.
3. Cause-comparative research: is based on the cause and effect relationship.
4. Experimental research: it establishes the cause-comparative and compares it with different independent variables
(Christensen)
Moreover, these can be broken down into surveys, observations, and panel data. In surveys, respondents would be asked to complete a questionnaire in which they describe various aspects of their experience with a company, usually in some form of scale-rating system. The survey would be administered on a website pop-up, a follow up e-mail when a purchase is made in-store or on-line, or in person. The questions deal with the overall experience and interactions that the respondent had when in-store or on the webpage. This
information is valuable for companies because it provides them with valuable feedback that can be used to improve operations and make changes to ensure they are as user-friendly as possible.
Secondly, observations collect behavioural data of the people being observed. It allows researchers to collect data based on: physical actions, expressive behaviour, verbal behaviour, temporal behavioural patterns and spatial relationships and locations (Shukla 52). This technique provides researchers with accurate data to depict the behavioural observations of consumers.
Lastly, the panel data consist of observations of ‘respondents’ over time. A number of different
‘dimensions’ of data are collected and measured such as, age, income and gender. This data usually forms part of secondary research due to the amount of time and resources, which goes into collecting the data.
However, firms like AC Nielsen collect panel data.
Secondary Research
Secondary research is data that has been previously gathered; it is mostly used prior to conducting primary research. There are two types of secondary research; they consist of internal and external. Internal research is when data is collected inside an organization, while an individual outside the organization collects external research.
An example of secondary research is using online resources. This can be collected through marketing journals and industry white pages. The advantages of online research includes the fact that is it quick, accurate, convenient and turns out real results.
Conclusion
Primary Research is a vital aspect in the final decision making on the presentation of a product to the
consumer market. Once the secondary research and the intimate knowledge of the product market have been reviewed, primary research can be used. This will collect confirming data in order for the marketing
department to move forward with its plans. No individual research tool is completely conclusive; it takes a combination of methods to ensure the best results.
Works Cited
Brizee, Allen, and Dana Lynn Driscoll. “Conducting Primary Research.” Purdue Online Writing Lab. Purdue University, 17 Apr 2010. Web. 7 Jun 2013. .
Christensen, L.B. (2001). Experimental Methodology (8th Ed). Boston, MA: Allyn and Bacon research web 9 Jun 2013 .
DJS Research, . “Market Research Analysis.”Quantitative Market Research Methods. DJS Research. Web. 7 Jun 2013. .
Group Quality. GQTool Ltd., 2013. Web. 7 June 2013.
Shukla, Paurav. “Essentials of Marketing Research”. 2008. 52 1 June 2013 .
Chapter 3 - Impact of Technology on Marketing Research
Impact of Technology on Market Research Team 4
Impact technology has had on market research is very significant. It’s very surprising this subject isn’t spoken about often. In the mid-80’s collecting data was through phone, mail, and face to face. The efficiency of collecting data is significant. The internet gave light to more than a few avenues of collecting data such as various online surveys, website visits (demographics of purchases), data collection by e-commerce websites, online focus groups, etc …
One of the most powerful market research tools is social media. However, keeping a good track record of the content is near impossible, but this is only because of the high number of users online. The number of people being online is a double positive, but the data gathering can be burdensome. Using an effective system, where analysts only target specific areas of social media such as specific forums could actually give a lot of useful insight. Social media is one of the most useful observational researches in existence.
The disadvantage to not all, but some tools used to collect data via the internet is the accuracy. For websites such as Quia.com a user can easily sign up with fake name, fake demographics, basically all information could be false. Some users use proxy servers, which show false locations to where they’re located and this gives analysts false information as well.
Besides the internet there are other advances in technology, which have and will continue to impact marketing research. A futuristic tool is virtual reality, where you can link up subjects being observed to a virtual reality, which is the most realistic scenario which isn’t reality. And then we can observe reactions, emotions, etc…
The product and consumer lifecycles are changing rapidly and some analysts say this is due to technology and the internet. However, the increase in the amount of data which can be gathered has also greatly increased.
Product
Nowadays, internet changes our life and our product service in a big way. In the field of the professional selling service, internet is helping the company to develop new products to be better to the customers, who can provide integrated or related services such as financial and estate service. What’s more, by using extranets can also help the company make sure the certain clients, which can be provided with access to the firm’s internal systems which both adds value and lock clients to our service.
Price
Internet allows a lot of information to help the customers choosing the product. On the one hand, internet helps the customers easier to compare prices to make a final decision. On the other hand, by the easy steps for the customers to compare the different products, the company needs to provide the same services at a lower price or increase the margins. Moreover, commoditization is often happening when the customers package new products and services together and offer them, via technology at a lower price. In addition, online payment is becoming more and more popular right now, it makes the customers more convenient to purchase products in a different place with a lower price, and it also makes company collect the cash quicker and cheaper for suppliers, again increasing the possibility of price productions.
Internet
Internet is also a great resource of information, which is allowing you to keep up with your competitors’’
and client’ activities. Online surveys and polls can help the company yield a large amount of additional information from customers. It also means that all the companies have to do their best for service, product and after-sale service. If the company didn’t acquire the good response from the customers, customers will post their comments on the company website and that can give the rest of customers a bad effect on the company’s service. In addition, internet makes international selling easier than before, it can helps the small company have an opportunity to compete with the large companies and oversea company to enter the new market easier.
Marketing research habits is developing day by day. On the other hand, industries are updating as well.
Market research should be updated as the whole society and the whole industry is moving forward.
Technology is influencing every industry out there and in some cases it makes things easy. In market
research field, analysis of data and usage of technology is getting more and more attention all over the world.
While analytic data and is getting more exact and right in to the point; using technology is making more sense. The area that market research is getting the most benefit is, the ways that data can be measured
accurately and the accuracy of that data are evolving fairly quickly. Therefore, the new market research style by using high-end technology is faster, cleaner, more accurate and efficient.
Usually a market research companies use open-ended data from their surveys and primary researches. They send the result to automated processing to identify the important keywords from every different region.
Technology will help to sort the data and use it in the best way possible. Also technology is helping to have a better understanding and see a bigger picture of what market need. By using the micro view with the macro view approaches, market research team can have a more relevant result base of type of surveys that they have done. When micro level data is used in combination with macro social media data, a “bigger picture” is shown in the result.
Market research is data collection, integration, analysis and then distribution of information generated. Main purpose of market research is to find consumer preferences, their purchase and consumption pattern.
In recent years, Communication helps a business grow, and creates more convenient relationships between
corporations and consumers. Different Technologies, such as the Internet and mobile phones affect the way companies communicate with customers. People around the world get information and connect with other companies from their phones and computers. This will help consumers to collect useful information from the product that they are looking for. Communicating through social media sites such as Facebook, LinkedIn, Pinterest, and Twitter has become an integral part of our lives today. Social media brings out what’s really inside a person. Social media has become a major source of primary data for market researches.
Social media is becoming primary source of data for Market researches because firstly, audiences on social media websites update their status on their respective profiles regularly and social media has become a part of their lifestyle. Secondly, Online Market Research is very cost effective. Whenever a person likes a fan page or group on Facebook, it is automatically suggested to his/her friends, it makes it cost-effective source of advertising as well as data collection. Whenever people use some application on Facebook, they allow the application to access and use their profile information. So cost of collecting information becomes very low.
Thirdly, it is very easy to reach your niche target as audience is divided on the basis of their fan page likes, groups and communities joined. So if you need to do some research on developers around the world it is easy to find them on various communities on social media websites such as Facebook, LinkedIn etc. Finally, The information people provide on their social networking profiles are mostly accurate. Indeed, it is safe to say that in the coming years, as more and more people have access to Internet, the significance of social media market research will only grow and other methods would probably cease to exist.
Recently, with the development of Internet and application of advanced technology, market researchers rely on the use of professional online market research to gather information and analysis data. The purpose of market research is to improve the quality of product distribution and decision-making strategy; also it aims to solve the exist issues in product marketing and provides opportunity to recognize, collect, analysis and disseminate information systematically and objectively. The development trend right now is to do market research online; this quick and efficient method has been widespread use by companies.
Compare to traditional observation and personal interview, online survey has these following advantages.
Online research could make full use of Internet’s openness, flexibility, equality, universality and directly to conduct market research successfully. Technology has ability to reach consumers at variety location without time or location limitation. It enables researchers to get customers’ direct response; meanwhile it gives consumers greater power to provide feedback of products and services. Also, Internet quickly communicates information and new to all part of the world, each user allows to participate vote activity and check results.
Internet takes advantage of rapidness, accumulating and sharing with others. In addition, online researches improve the level of research performance and reduce the investment in human and material resources.
During online survey, respondents can provide researchers personal opinions and suggestions, which can help reduce some investigation deviation caused by unreasonable research design. Furthermore, respondents voluntarily accepted online survey, they provide with very specific and target feedback. Generally respondent interested in content of the survey when they volunteered to accept the survey, they answer question
relatively serious. That increases accuracy of further investigation and analysis. As we can see, online survey is beneficial for companies. The more the company understands customer’s wants and needs, the more products and services deliver to them.
Advanced technology has greatly impacted marketing research due to the emergence of revolutionary new research tactics. Some of the emerging technologies relating to this include online search engines,
biometrics, social media networks, mobile phones (GPS tracking), and improved computational speeds.
Web based search engines have become an incredibly popular and useful tool with regards to obtaining secondary research data. Not only is there more information available and easier ways of finding it, but search engines themselves can even be utilized as market research tools by tracking and evaluating user search behaviours. Although leading search service providers such as Google do not alter placements in their search results for a profit, it is important to consider how the order of search results are determined and how this may impact the information being obtained (popular biases at top because of more ‘hits’). As a result, web based search engines have impacted marketing research by increasing the quantity, changing the type, and decreasing the cost of information.
Another technological advancement that has impacted marketing research is the use of biometrics as a research tactic. “Biometrics is the automated identification or verification of a person made by comparisons of physical, physiological, or behavioural traits to a stored digital template.” It is used by researchers in better observing and understanding the responses to the marketing material. The largest impact that
biometrics has had on marketing research is that they now allow researchers to better study the emotional and subconscious responses of their subjects. This has lead to more accurate studies since researchers are now
“provided [with] valuable data that a subject might not be able or willing to express verbally.”
Social media has impacted marketing research as a new database for market researchers to analyze product trends based on ‘sharing volume’ and the number of ‘likes’, ‘favourites’ or ‘re-tweets’ on Facebook,
Instagram and Twitter. Companies with large followings of loyal customers on social media sites have even been able to take on previous roles of market researches by simplifying asking questions on their Facebook pages.
Mobile phone marketing research has evolved as well from using simple text messaging as a means to performing surveys to the use of smartphone GPS to ask location specific questions and even track subject movements (mobile ethnography) in order to determine optimal product placement strategies.
Lastly, improved computational speeds have lead to more optimal pricing and targeting strategies by providing sellers with more advanced tools for analyzing market research data. Sellers have also benefited from these advancements since they now have more ability to offer customizable product offerings.
Works Cited
“New Market Research Methods and Techniques.” Web log post. My Market Research Methods.
WordPress, 23 Jan. 2013. Web. 06 June 2013.
<http://www.mymarketresearchmethods.com/new-market-research-methods-techniques/>.
Shugan, Steven M. “The Impact of Advancing Technology OnMarketing and Academic Research.”
Marketing Science 23.4 (2004): 469-75. Print.
http://info.paiwhq.com/technologys-impact-on-data-collection-in-market-research/
http://www.sagepub.com/upm-data/43895_Epilogue.pdf
http://marketresearch.about.com/od/market.research.advertising/a/Trends-In-Market-Research.htm http://www.grin.com/en/e-book/38123/the-impact-of-technology-on-marketing-strategy
http://www.marketresearchtechnology.com/
https://www.boundless.com/marketing/marketing-environment/technology/impact-of-technology-on-marketi ng/
Chapter 4- Ethical Issues in Marketing Research
By: Kimia, Mateo, Miguel, Sunny and Ray
When it comes to marketing research, there are certain do’s and don’ts that should be considered when collecting and delivering findings. This following chapter will discuss various different ethical issues that occur in market research and suitable approaches for analyzing the collected data.
What is Ethics and How Does it Apply to Market Research
In the case of market research, ethics can be defined as the moral principles that are recognized when performing market research. It is the rules that guide us for right and wrong. Although the MRIA has established practices on how research should be conducted, unfortunately these guidelines are not always followed and there are often cases where data was collected in unethical ways.
Ethics applies to market research in various ways. Data could not only be collected unethically, but also presented and analyzed in a way that does now comply with industry standards. For example, a market researcher could be collecting data and could change the results of their findings in order to better prove their hypothesis on the matter.
In marketing research, ethical issues and concerns are common. Some of the more common issues are as follows and will be discussed in further detail throughout the chapter.
Privacy and Confidentiality
Honesty in collecting, analyzing and presenting data Responsibility of researchers
Privacy and Confidentiality
Privacy and confidentiality can have several connotations as it can relate to different areas, some of which include financial, medical, political, governmental and legal issues, among others. In marketing research, privacy and confidentiality generally involves: the participants’ right to decide whether to obey with the investigator’s request, their right to be debriefed about what is involved in their participation, the extent to which personal information is collected, the disclosure and retention of personal information, and adhering to codes of conduct and laws that dictate how to properly manage participants’ privacy and keeping their
information safe and confidential.
The first issue involves giving participants the right to choose if they want to be part of the research and that
they have this right and think it is their obligation to answer anything the investigator asks them. This is often the case when partakers are older, uneducated or underprivileged so as ethical researchers, it is our duty to inform them about their entitlements.
Participants also must be informed about what is involved in a given investigation. For example, they must be debriefed at the end of a study, especially if an experimental manipulation is used. They must be informed of one-way mirrors, microphones in the room or projective techniques been used as to not to invade their privacy. Similarly, if confidentiality about respondents’ personal information is promised but not kept, their right to safety will be breached.
There are types of personal information that can often be associated with invasion of privacy. A researcher therefore must be aware that asking participants questions about their sexual orientation, religion, political affiliations or income can be seen as discriminative or irrelevant thus invading their privacy. If such
questions are necessary to the study, it is important to explain participant the relevance of these questions and to warrant them that such information will be kept anonymous and confidential.
Codes of conduct from marketing research associations as well as provincial and federal laws decree standard practices on disclosure and retention of personal information. The Marketing Research and Intelligence Association (MRIA) is a “Canadian not-for-profit association representing all aspects of the market
intelligence and survey research industry” (MRIA) that dictates standard marketing research practices. Their 2000 members must adhere to their privacy code. Some of their principles about disclosure and retention of personal information include:
Principle 4 – Limiting Collection of Personal Information
The MRIA will limit the collection of personal information to that which is necessary for the purposes identified by the MRIA. The MRIA will collect personal information by fair and lawful means.
Principle 5 – Limiting Use, Disclosure, and Retention of Personal Information
The MRIA will not use or disclose personal information for purposes other than those for which it was collected, except with the consent of the individual or as required or permitted by law. The MRIA will retain personal information only as long as necessary for the fulfillment of those
purposes. (Standards)
As we can see, respecting respondent’s privacy and keeping their information confidential plays a big role in being ethical when doing marketing research. As researchers, it is important to be aware of our duties and obligations with the people we interview or observe. We must let them know of their rights: right to choose, right to safety and right to be informed. Finally, we must also respect the information they contribute for a given investigation by managing it well and by keeping it secure and confidential.
Honesty in Presenting and Analyzing Results
Analyzing results is the procedure of assessing, illustrating, and reviewing data by using statistical and logical techniques. To curb the misleading of marketing research and errors of statistics, it’s necessary for researchers to honestly present and analyze results. The reports should be written in a way that is logical and persuasive. Both primary data and secondary data can be used for presenting and analyzing. Secondary data may be brought into the analysis to help find results. However, in order to avoid unreliable information, researchers need to consider the following items:
1. Specification and methodology used.
2. The dependability of the source must be seen.
3. Is the data current?
4. Does it apply to the time frame you’re interested in?
Responsibility of Researchers
Individuals all have responsibility to ensure that they have ability to meet the goal of research when they work with a research project. Responsibility of researchers plays an important role in research project, and it can help the people perform the project efficiently. Researchers who are working on a project need to have the following responsibility:
1. Conducting the research
2. Ensuring the outline is on the track 3. Protecting the confidential data 4. Recording any events
Researchers have overall responsibility for the project and accountable to the employer of the research;
therefore, they are required to provide appropriated management to all working, ensure all the date is appropriated, and report any of misconduct.
Works Cited
Enis, Ben Enis M., and Kenneth J. Roering. “Review of Marketing 1981.” Google Books. N.p., n.d. Web. 07 June 2013.
“Marketing Research and Intelligence Association (MRIA).” Marketing Research and Intelligence Association (MRIA). N.p., n.d. Web. 07 June 2013.
“STANDARDS.” MRIA | STANDARDS. N.p., n.d. Web. 07 June 2013.
Zikmund, William G., and Barry J. Babin. Essentials of Marketing Research. N.p.: n.p., n.d. 69. Print.
Quinn, Michael J. (2009). Ethics for the Information Age. ISBN 0-321-53685-1
Chapter 5- Research Proposal
By:
Ramin Sheikhmanesh, Sep Saidi, Hao Zhang, Christa Wong, and Maria Kristina Moyo
A Marketing research proposal is known to be a plan that recommends and offers ideas for performing and conducting research. The research is usually dependent on the field in which the proposal is written. By looking at a market research proposal, we can be informed of the” who”, “what”,” where”, “when” and the
“how” of the research along with the information and costs related with it. A Marketing research is vital in all businesses and looks to categorize and discover the variables that influence a business’s product or services. These variables consist of buyer’s attitude, behaviors and habits, competition and the market’s needs. Before commencing any definite market research,we are required to write a complete proposal. This proposal outlines and highlights the objectives, purpose and goals of the research. Businesses frequently find themselves in difficult situations and must come across dependable answers to key questions to be able to make the right choice and decision (Paul).
When writing a research proposal, there are elements and key points which we must consider when structuring it.
1. Introduction
The first element in writing a research proposal is the Introduction. In the introduction, we must introduce and identify the research subject to the audience and determine why it is taking place. The introduction is supposed to be as brief as possible.
Narrowing the specific area of our concern will logically lead to the crack in the research which we aim to fill. Once the crack is recognized, a research question will then be made and the answer to this question is called a “Thesis Statement.” (Delahousay)
At the beginning of the proposal the Introduction will explain the objectives and goals of the research in addition to any theories the research is trying to prove.
2. The Research Question (Current Situation)
This element helps us write down the products or service’s problems and needs. This stage states the
objectives of the research and what is presently recognized about the problem. Research question should not and will not necessarily be a question, but somewhat a statement and declaration of a problem which needs to be investigated (Bonita). However, it could also be expressed in the form of a question or a formal
hypothesis.
3. Purpose of the Research
One of the main reasons of research proposal is to identify the purpose of the marketing research and clarify the goal of research. In addition an overview of the goal of the research and what is evaluated should be addressed in this section. The purpose of design is approximately 3 to 5 statements long and should clarify the purpose and aim of the research (Oswami).
Also research objectives such as expectations, perceptions, and what you need to know can be stated in the purpose section. Purpose of research can vary based on the type of research done. For example a qualitative research focuses more on evaluating, exploring or understanding a new product or an analysis, whereas a quantitative research focuses on measures, records and secondary data (The University of Edinburgh).
4. Research design
Research design is the blueprint and framework of the research conducted. In order to have a successful and relevant survey, research design plays a key role to gathering the necessary information. The primary step to conduct a research design is to find the most suitable survey method. Furthermore descriptive, exploratory and casual researches are the marketing design categories. However in the research proposal, design should be detailed and the plan should be clear. The time conducted, number of questions, format of the survey should be clarified in the research design. The format of the questionnaire can be qualitative or quantitative using direct such as in person interviews or indirect such as online surveys. Also design can include
secondary or primary data collection. An example of the question can be shown in the proposal to address the format and method of the survey. The main focus of research is to target the representative group of the survey (Bradley).
5. Sample design
Determine the sample size
The size of the sample depends on the type of the research such as quantitative research, qualitative research or mixed model. The balance between the resources available and the accuracy of the resources are essential as well such as the need to verify if the census data is coming from the government or nongovernment organization.
Clarify the sample techniques: Probability or Nonprobability
1. Probability sampling is stronger in comparison but it is difficult to obtain a complete and accurate list of target population.
2. Nonprobability sampling relays more of the personal preference of the researcher. As a result, we may or may not represent the population well. It is hard to know how well it is done. Figure 1 below shows a diagram of the classification of sampling techniques.
Figure 1- Sampling Techniques
(Shukla)
In general, researchers prefer probability or random sampling methods over nonprobability methods and consider them to be more accurate and rigorous. However, in applied social research there may be circumstances where it is not practical to use random sampling (Naveen 4).
6. Data gathering Primary data
In a survey, questionnaire & pilot testing method are used to reach the information needed.
1. Personal interview takes time and it is more complicated. But it is detailed and reliable.
2. Telephone interview is quick and relatively inexpensive and allows the possibility of follow up. The population however, is not full-scale and representative because not everyone has time to receive a telephone interview call. (CATI becomes quit popular recently.)
3. Mail interview provides cost advantages especially if the email interview and the questionnaires are fairly long. However, mail interview has a relatively low response rate.
4. Online interview provides the fundamental advantage of all the offline methods and adds the interactivity and speed that other methods cannot reach (Shukla 48).
Observation methods are extremely useful in collecting behavioral data as opposed to attitudinal data. These
methods allow marketers to collect data on what people actually do, rather than what they say they will do.
They help to reduce recall errors, biases and refusals from responses. On the other hand, one of the major limitations of observation methods is the inaccurate prediction of large consumer groups. Plus, it is hard to interpret certain behaviors (Shukla 52). Some observation methods include disguised, undisguised,
structured and unstructured observations.
Secondary data
Secondary data are information gathered for purposes from available information like previous studies, official statistics, etc. They are not directly completed by researchers. They are collected by researchers or agencies. Secondary data can be less valid but still important because sometimes it is difficult to obtain primary data in such a short period. They are easy to access and cost less. So where do we get these secondary data? There are two main sources: published printed sources and unpublished personal records such as books, journals, e-books, websites, weblogs, diaries, government records and so on (Naveen 3).
7. Data Analysis & Processing (“Data Processing”)
Data analysis is “the process of systematically applying statistical and/or logical techniques to describe and illustrate, condense and recap, and evaluate data.” Data processing is “a process used to enter data into a computer in order to summarize, analyze or convert it into other usable information.” Both techniques are interrelated as information needs to be analyzed and processed for the data to be applicable.
Data analysis determines whether the data collected is useful and presents us information the can be
appropriate to the project. There are two types of methods that can be used for data analysis –descriptive and inferential (“Data Processing”):
Descriptive: A method of data analysis where data collected is described. For example, a research done on the preference of e-books and paper books can be summarized into grouping categories.
Inferential Data Analysis: A method used to generalize about a population based on a sample. An example of this is when we use a sample of students from University to generalize the popularity of e-books amongst University students
8. Report Preparation (“Acquisition.gov”)
The report will include all the information that you have gathered. It could be presented in a written
document or oral presentation. Several topics it should cover include research objective, scope, hypotheses, methodology, findings, and limitations. The report should be presented in a convincing manner to the client to demonstrate that the findings can be useful to the client situation. Figure 2 below is a guideline as to what a research report should include (please click on image to enlarge):
Figure 2- Research Report
(“Acquisition.gov”) 9. Budget and Time Schedule
It is important to include the proposed budget in the marketing research proposal. Many times marketing managers and market researchers have different ideas of how much it will cost to conduct marketing research studies. Marketing research as a whole is very important to marketing managers because its findings
improve decision making. Marketing managers estimate how much marketing research studies will cost.
However, if they are on a tight budget, they only have a certain amount of money to spend for marketing research studies. In this section of the marketing research proposal, a market researcher includes a detailed list of costs that will be incurred in working on the marketing research study; for example, the hourly rate multiplied by the number of hours. The marketing manager may or may not agree with the suggested costs that are stated on the proposal, in which case the market researcher may negotiate with the marketing manager until they can agree on a price. Figure 3 below shows an example of a suggested budget for a marketing research study based in UK.
Figure 3- Budget Example
(Bradley 8)
The time schedule includes information such as how long it will take for the market researcher to finish the marketing research study and when are the reporting and presentation dates. It states the type of report to be made whether it is verbal or written. It also identifies the audience of the presentation whether it is a group of people or an individual.
Chapter Summary and Conclusion
Marketing managers work with market researchers in order to make better decisions. After finding out the problems and needs of the marketing managers, market researchers prepare marketing research proposals, which highlight key information and the following process of the marketing research studies:
The market researcher introduces the purpose of the research or the objectives by defining the problem
He or she then identifies the type of research design that will be used on the sample The sample is selected on either a probability or non-probability basis
The market researcher gathers, processes, and analyzes data
He or she prepares a report and presents the recommendations to the marketing manager In the market research proposals, the market researchers also include the costs that will be incurred by marketing research studies as well as the time it will take to complete the studies.
Works Cited
2013. .
Naveen, Ibranhim. Primary and Secondary Data. Slidshare. Web. 07 June 2013. .
Oswami, Jyotishman. “HOW TO: Write a Market Research Proposal.” B2B Marketing. NCT at De Montfort University, n.d. Web. 08 June 2013. .
Shukla, Paurav. Essentials of Marketing Research. 1st ed. N.p.: n.p.,
n.d.Http://bookboon.com/en/marketing-research-an-introduction-ebook. Bookboon.com. Web.
The University of Edinburgh. “Guidelines on Writing a Market Research
Brief.”Http://www.ed.ac.uk/polopoly_fs/1.16492!/fileManager/writing-a-market-research-brief.pdf. N.p., n.d. Web.
“Acquisition.gov/sevensteps/library/AFmarket-research.pdfacquisition.gov/sevensteps/library/AFmarket-rese arch.pdf.” Reading.
Bonita ,Kolb . “Marketing Research: A Practical Approach .” Marketing Research & Analysis 22 June 2008
“Data Processing Jobs and Projects.”Freelancer.com. N.p., n.d. Web. 05 June 2013.
Delahousay, Jay. “Writing a Marketing Research Proposal.” Business & Entrepreneurship. N.p., 6 May 2011.
Paul T. P.Wong, Ph.DC.Psych Research Director. ” How to write a Research Proposal.” Personal meaning 10 September 2009.
Chapter 6 - Surveys and Questionnaires
Not currently available
Chapter 7 - Sampling Approaches
By: Stephanie Aditadwinanti, Jing Jia, Frank Lee, Trevor Lee & Farhan Mohamed
Importance of sampling in marketing research
Sampling is an important part of conducting marketing research. Sampling is, essentially, selecting a smaller group (the sample) to act as a representative of an entire larger group (the population). While it may not be apparent, sampling occurs when many decisions are being made.
The use of sampling is seen on a frequent basis, for example in public opinion surveys during elections.
Where a population of one million people is too large to even consider surveying, a sample of a much smaller group will be selected to come up with a generalization of the entire population. It is assumed that the results from the sample are a representation of the characteristics of the population.
When advertisers and marketers target customers, they need to know what the customers want, think and how they will react. Rather than researching the entire population, the use of a sample size of customers is a cheaper, faster, and more practical way to understand that target population.
Classification of sampling techniques
Coming up with a sampling technique is a very important step in research design. There are two sampling designs: probability and nonprobability sampling design. Probability sampling is when each member/unit in the population has an equal chance of being selected. Whereas, non-probability sampling sees assumptions made by researchers about the population that they think make the result of the research more accurate.
Probability sampling techniques:
Simple random sampling Systematic random sampling Stratified sampling
Cluster sampling
Non-probability sampling techniques:
Convenience sampling
Judgement sampling Quota sampling Snowball sampling
Probability Sampling Techniques
Simple random sampling
Simple random sampling is a procedure that assures each element in the population has an equal chance of being selected. Meaning that the population of the research is derived from dividing equally into females and males. Simple random sampling is committed when researchers investigate the equal population between females and males in a particular place. For example, assume Capilano University has 10000 people in total including staff and students, divided equally into females and males, and researchers would like to select 1000 people for further study for who prefer to use textbooks and who prefer to use e-books. Not only does each person have an equal chance of being selected, researchers can also easily calculate the probability of given people being chosen; this means every student or staff in the school as 10% or 1/10 chance of being selected using this method.
Conceptually, simple random sampling is the simplest method of the probability sampling techniques.
Advantages
Free of classification error
Requires minimum advance knowledge of the population other than the frame.
Relatively easy to interpret and collect data
Best suits situations where not much information is available about the population
Disadvantages
Difficult to conduct if the size of the population being studied is large Needs a lot of time and money
Systematic random sampling
Systematic random sampling is a statistical technique which involves the selection of elements from an ordered sampling frame. Marketing researchers usually use this method for its simplicity and its periodic quality. The first step of systematic random sampling is that researchers use numbers to select an integer being less than the total number of individuals in the population. After selecting an integer as an interval, the second process is that researchers then to pick another integer that serve as the constant difference between any two consecutive numbers. For example, researchers estimate total population of 8500 people in Capilano University and need 15 subjects and first start off with 200. Then, they pick interval of 9 and the number continues so on by adding 9. Marketing researchers find this method simple to use and be able to do manually.
Advantages
It is simple to apply for research
Allows researchers to add a degree of system into random selection of subjects It assures that the population will be evenly sampled
Disadvantages
Causes errors in sampling It requires time to apply
Stratified sampling
Stratified sampling is a procedure that is used when there is a considerable amount of diversity within the target population. The first process in stratified sampling is to divide the population into mutually exclusive groups based on a similar characteristic, which are called strata. The second step is to then do a simple random sample group that is chosen independent from each strata group.
Stratified random sampling can also be broken down into two types: proportionate stratified sampling and non-proportionate stratified sampling. For proportionate random sampling the sample size is determined by the strata population compared to the target population. An example would be if you were interviewing Capilano University students and you organized them into three different stratas based on three different faculties. The larger of the three faculties would be sampled more heavily compared to the smaller stratas. In comparison, non-proportionate sampling is independent of the proportion to the total target population.
Advantage
Gives a good understanding of each strata group, as well as its unique characteristics.
Disadvantage
It is difficult to identify the correct stratifying variable.
Cluster sampling
Cluster sampling is a procedure that is very similar to the process of stratified sampling. In cluster sampling, the first step is similar in that you also divide the population into mutually exclusive groups called clusters.
The second step is then to select a cluster using simple random sampling. The major difference in cluster and stratified sampling is that only the cluster that is chosen is used for further sampling instead of getting
samples from every single cluster. Also, the main purpose of cluster sampling is much different that stratified sampling as it puts more focus in increasing sample efficiency and decreasing costs.
One of the main ways that cluster groups are determined is by using geographic areas. Say for instance there are three different streets: Main Street, Commercial Street, and Broadway Street. All of the residents from each street would be a part of their own separate cluster.
Advantage
Reduced costs
Disadvantage
Each cluster may not be a true representation of the population
Nonprobability sampling techniques Convenience sampling
Also known as an accidental sampling, is the process of collecting non-probability data in a convenient ways.
Means the data collection is already available and the population is close to hand. The researchers are randomly choosing people who are available to participate in the research study without having specific characters. Convenience sampling is usually used in field study of sociology, psychology, and political
interested in studying the use of cell phone during class time among students in Capilano University. He asks permission to one of his professor in Capilano University to spare 15 minutes of the class session and he uses only the students in that class as the sample. His research is purely using subjects that are convenient and readily available. The result of this study would not be represent all students in Capilano University and consequently the researcher would not be able to get his findings to all Capilano students.
Advantages
The data can be gathered faster than other sampling process
Easy to get the respondent as it is a random data collection process without any specific characteristics
Allows the researcher to use basic data from what they have been studied
Disadvantages
The result might not represent the whole population There is a possibility of a biased outcome
Judgement sampling
Judgement sampling is a non-probability sample, selected base on the opinion of the researchers. This type of sampling usually used when the researchers need to collect fast data from specific population. The
researcher’s judgment of the selected population make this method has high liability of error and to bias with the response. Judgment sampling is normally used in various studies. For instance, a researcher would like to make and experiment on Internet usage. It would be difficult to get random participants in general public. In this case the sample is taken from a group of people with an offer payment to give their time for the sampling process.
Advantages
Less time consuming and cost of sampling
People who are participate in the research know the material of the research so it will be easier to have the expected answer
Disadvantages
The result can be bias and stereotypes which may misrepresent the result Selected group of people may not represent all the population
Quota sampling
Quota sampling is a non-probability sampling technique. Quota sampling select the sample has the same proportions of individuals as the entire population with same characteristics (race, gender, age) or focused phenomena (frequency purchase, satisfaction level). Quota sampling is a two-stage restricted judgment sampling. In first stage, researcher need set up a restricted criterion. And in second stage, researcher select on the respondents basic on their judgments and case requirements. Quota sampling is an ideal technique for a study to investigate a trait or a characteristic of a certain subgroup. Quota sampling is also committed to observe the relationship between subgroup. For instance, some studies focus on research the traits of a certain subgroup interact with other traits of another subgroup.
Quota sampling is best choosing for such studies. Quota sampling is used in interview selections, product selections, marketing strategies and most elements of business running. For instance, we want to know if the instructors ‘attitude about using e-textbook relate to their generations. Assuming Capilano University has total 60 instructors. We divide the 60 instructors to three different generation groups and each subgroup has same members. After completing interview, we can know the relationship between instructors’ generation and attitude of using e-textbook.
Advantages
Preventing decisions to be polluted by unnecessary input Saving money when time is an issue
Be quick and easy to arrange.
Disadvantages
Limits your decisions Not allow much variety
Not possible to assess sample error as it is not random
Snowball sampling is a non-probability sampling technique. Researchers usually use this type sampling to identify potential subjects in studies where subjects are hard to locate. In other word, if the sample of the study is quite rare to find, snowball sampling can help the researcher observe the initial subject of the study.
The process of snowball sampling can be worked like chain referral. The researcher selects one subject and asks for this subject nominates another subject with the same trait as the next subject. The research will repeat this step until obtaining sufficient number of sample.
Advantages
Allows the researcher to reach populations that are difficult to sample when using other sampling methods
Cheaper, simple, cost-efficient
Disadvantages
Be little control over the sampling method, easy to out of control.
Representativeness of the sample is not guaranteed Easily cause Sampling bias
Selecting an appropriate sampling technique
There are many variables that come into play when considering which sampling technique should be used when conducting research. All of the techniques have their own advantages and disadvantages so it is up to the market researcher to determine which is more suitable for each situation. The selection process for choosing an appropriate sampling technique also depends on what the objectives are for the research;
whether it is qualitative or quantitative data. The timeframe and the accuracy of data have an effect as well on what kind of techniques should be used. In more accurate sampling methods, researchers are more likely to use probability techniques to compile data. By looking at all of these factors it is up to the researcher to select the sampling technique that best suits their needs.
Conclusion
Throughout this chapter, focus was put upon one of the most important issues in marketing research.
Sampling affects everyday decision making, therefore, it is important for researchers to understand all of the processes that go into this technique.
Sampling can be split into two different techniques: probability sampling techniques and non-probability
sampling techniques. Probability sampling techniques can be viewed as more accurate in comparison with non-probability sampling techniques, but are more intensive with cost and time involved. Probability can be further divided into simple random sampling, systematic sampling, stratified sampling, and cluster sampling.
Non-probability can be divided into convenience sampling, judgement sampling, quota sampling, and snowball sampling.
The selection of the most appropriate sampling technique depends on many different variables, such as the available resources, the degree of accuracy, the timeframe, and the importance of the decision making process.
Bibliography
Castillo, Joan Joseph. What is Sampling? 21 February 2009. . Easton, Valerie J. & McColl, John H. Sampling. 5 June 2013 .
Shukla, Paurav. Essentials of Marketing Research. Paurav Shukla & Ventus Publishing, 2008.
