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Unit 2 • Quiz will be Wed March 26 • Today, students had to hand in “Famous Marketing Research Assignment”. If a student has a valid reason such as doctor’s appointment, then he or she can hand in this assignment on Monday. Otherwise the students who did not show up today, will get zero on this assignment. • America the Beautiful Assignment was due March 17. • You can still hand it in. Maximum deduction will be 30%. • Last day I will accept it will be March 24.
Secondary Research • Secondary research (desk research) involves the summary, analysis and/or synthesis of existing research (rather than primary research) • There are two types of sources for secondary research: • Internal source • External source
Market Research • Stratified or Segment Random Sampling • Samples on the basis of a representative strata or segment • Still random but more focussed • May give more relevant information • May be more cost effective
Market Research • Quota Sampling • Again – by segment • Not randomly selected • Specific number on each segment are interviewed, etc. • May not be fully representative • Cheaper method
Market Research • Cluster Sampling • Primarily based on geographical areas or ‘clusters’ that can be seen as being representative of the whole population • Cluster sampling is a sampling technique where the entire population is divided into groups, or clusters, and a random sample of these clusters are selected. All observations in the selected clusters are included in the sample. • Cluster sampling is typically used when the researcher cannot get a complete list of the members of a population they wish to study but can get a complete list of groups or 'clusters' of the population.
Market Research • Cluster Sampling • Primarily based on geographical areas or ‘clusters’ that can be seen as being representative of the whole population • Cluster sampling is a sampling technique where the entire population is divided into groups, or clusters, and a random sample of these clusters are selected. All observations in the selected clusters are included in the sample. • Cluster sampling is typically used when the researcher cannot get a complete list of the members of a population they wish to study but can get a complete list of groups or 'clusters' of the population.
Market Research • Cluster Sampling • It is also used when a random sample would produce a list of subjects so widely scattered that surveying them would prove to be far too expensive, for example, people who live in different postal districts in the UK.
Market Research • Cluster Sampling • ExampleSuppose that the Department of Agriculture wishes to investigate the use of pesticides by farmers in England. A cluster sample could be taken by identifying the different counties in England as clusters. A sample of these counties (clusters) would then be chosen at random, so all farmers in those counties selected would be included in the sample. It can be seen here then that it is easier to visit several farmers in the same county than it is to travel to each farm in a random sample to observe the use of pesticides.
Market Research • Multi-Stage Sampling • Sample selected from multi-stage sub-groups • Snowball Sampling • Samples developed from contacts of existing customers – ‘word of mouth’ type approach! • You will choose leaders, who can represent the population.
Market Research • Primary Research • First hand information • Expensive to collect, analyse and evaluate • Can be highly focussed and relevant • Care needs to be taken with the approach and methodology to ensure accuracy • Types of question – closed – limited information gained; open – useful information but difficult to analyse
Market Research • Quantitative and Qualitative Information: • Quantitative – based on numbers – 56% of 18 year olds drink alcohol at least four times a week - doesn’t tell you why, when, how • Qualitative – more detail – tells you why, when and how!
Market Research • Advantages of Market Research • Helps focus attention on objectives • Aids forecasting, planning and strategic development • May help to reduce risk of new product development • Communicates image, vision, etc. • Globalisation makes market information valuable (HSBC adverts!!)
Market Research • Disadvantages of Market Research • Information only as good as the methodology used • Can be inaccurate or unreliable • Results may not be what the business wants to hear! • May stifle initiative and ‘gut feeling’ • Always a problem that we may never know enough to be sure!
Famous Marketing Research • Research and choose one marketing research that a company has used in the past. • Talk about whether this research is primary research or secondary research. • Talk about what type of sampling technique they used. • Talk about what they used this research for. Why did they do this research? • Did they make a lot of money? How much?
