(BQ) Part 2 book “Marketing research - An applied a pproach” has contents: Survey fieldwork, social media research, mobile research, data integrity, frequency distribution, cross-tabulation and hypothesis testing, analysis of variance and covariance, factor analysis, and other contents. | 14 Stage 1 Problem definition Stage 2 Research approach developed Stage 3 Research design developed Stage 4 Fieldwork or data collection Stage 5 Data integrity and analysis Stage 6 Communicating research findings Sampling: design and procedures There is no hope of making scientific statements about a population based on the knowledge obtained from a sample, unless we are circumspect in choosing a sampling method. 410 Marketing Research Objectives After reading this chapter, you should be able to: 1 differentiate a sample from a census and identify the conditions that favour the use of a sample versus a census; 2 discuss the sampling design process: definition of the target population, determination of the sampling frame, selection of sampling technique(s), determination of sample size, execution of the sampling process and validating the sample; 3 classify sampling techniques as non-probability and probability sampling techniques; 4 describe the non-probability sampling techniques of convenience, judgemental, quota and snowball sampling; 5 describe the probability sampling techniques of simple random, systematic, stratified and cluster sampling; 6 identify the conditions that favour the use of non-probability sampling versus probability sampling; 7 understand the sampling design process and the use of sampling techniques across countries; 8 appreciate how the growth in online panels is shaping the manner in which sampling may be designed and executed. Overview Sampling is a key component of any research design. Sampling design involves several basic questions: 1 Should a sample be taken? 2 If so, what process should be followed? 3 What kind of sample should be taken? 4 How large should it be? 5 What can be done to control and adjust for non-response errors? This chapter introduces the fundamental concepts of sampling and the qualitative considerations necessary to answer these questions. We address the .
