tailieunhanh - Marketing Research Chapter 4

4. Sampling. Chapter summary. In this chapter we will focus on a very important construct in the field of marketing research, sampling. The chapter will start with a discussion on the importance of sampling in marketing research which will be followed by understanding some basic constructs and terms used by researchers in the field of sampling. | Marketing Research Sampling 4. Sampling Chapter summary In this chapter we will focus on a very important construct in the field of marketing research sampling. The chapter will start with a discussion on the importance of sampling in marketing research which will be followed by understanding some basic constructs and terms used by researchers in the field of sampling. The chapter will also discuss briefly on how to determine the sample size. Both probability and nonprobability methods will be discussed in details in this chapter with advantages and disadvantages associated with each technique. It will also focus on what criteria should be kept in mind when selecting an appropriate sampling technique. Importance of sampling in marketing research Sampling is one of the very important aspects of marketing research. From a general perspective sampling involves selecting a relatively small number of elements characteristics from a larger defined group of elements and expecting that the information gathered from the small group of elements will provide accurate judgement about the larger group. We use sampling in our decision making almost every time. For example before buying a book we flick through few pages and decide weather it suits our reading preferences. For a complex buy such as a mobile phone we first decide several features as essential and others as desirable. Then we decide on the brand and select the mobile phone on the brand price of the product and several other such variables. While making the final decision there are many such variables which we don t take into consideration. In a way we use few elements characteristics of mobile phone or a book and expect that they will cover most of what we desire. We use sampling when selecting a job choosing a restaurant and even selecting TV channels. As we consumers use sampling in our regular decision making managers can also benefit by understanding sampling process in providing better matched products