BUS3001

MARKETING
RESEARCH

2024-25

SEMESTER TWO

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Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Stage I Deciding What→ Stage II Planning How→ Stage III Actually Doing
TOPIC 7
Re s e a rc h D e s i g n Fo r m u l at i o n ( 5 ) :
S a m p l i n g Te c h n i q u e s

BUS3001
OBJECTIVES
• To differentiate the differences between census and
sample
• To understand the differences between probability
sampling and non-probability sampling
• To determine the sample size
• To deliberate the ethical issues related to Step 3 & 4
of the Marketing Research Process

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RELATIONSHIP OF SAMPLING DESIGN
TO THE PREVIOUS CHAPTERS AND
THE MARKETING RESEARCH PROCESS
Focus of Relationship to Relationship to Marketing
Chapter 11 & 12 Previous Chapters Research Process
• Sampling Design • Research Design
Process Components (Chapter 3) Problem Definition

• Nonprobability
Sampling Techniques Approach to Problem

• Probability Sampling
Techniques Research Design

Field Work

Data Preparation
and Analysis

Report Preparation
and Presentation

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 CENSUS OR SAMPLE
• Population: the total of all the members that share some common
set of characteristics

• Census: a complete count of every member of the population of

interest ➔ entire population invite every member

• Sample: a subgroup of the elements of the population selected

for participation in the study; estimates of the larger population

• Sampling: the process of obtaining information from a subset of a

larger group invite some ppl

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 Population
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☺☺☺☺☺☺☺
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☺☺☺☺☺☺
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☺☺☺☺☺ Samples
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Sample vs. Census
CONDITIONS FAVORING THE
USE OF
Sample Census
1. Budget Small Large
2. Time available Short Long
3. Population size Large Small
4. Variance in the Small Large
characteristic

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Sampling Design Process

Define target
population

Execute
Sampling Choose
Process sampling
frame

Select
Determine sampling
sample size technique(s)
Define the Target Population
Target population: the collection of elements or objects
that possess the characteristics/information the researcher
is seeking

Choosing the Sampling Frame

抽樣
Sampling frame: the list of population elements from
which a sample will be drawn, e.g. where can draw the sample
telephone book, a computer program for generating
telephone numbers, an association directory listing the
firms in an industry
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 Select Sampling Technique(s)

Sampling
Techniques

Non-probability Probability
Sampling Sampling
Techniques Techniques
Convenience Simple random
Quota Stratified

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 Select Sampling Technique(s)
 Non-probability Sampling 非概率抽樣  Probability Sampling
◦ Not possible to specify the chances ◦ Every element of the population
of each element being selected is selected by chance randomly
◦ Not require a sampling frame ◦ Requires a sampling frame
◦ May be representative but could be ◦ Representative of the
completely unrepresentative population
◦ Results cannot be generalised to the ◦ Results can be generalised to
population the population with known
accuracy

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A Classification of Sampling Techniques

Nonprobability Sampling Techniques

Convenience Quota
Sampling Sampling

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Convenience Sampling
➢ Attempts to obtain a sample of elements based on the
convenience of researcher. Respondents are selected
because they happen to be in the right place at the right
time

Examples:

• use of students and members of social organizations

• mall intercept interviews without qualifying the

respondents

• “people on the street” interviews without selecting them

randomly
 Quota Sampling
• Two-stage judgmental sampling

• 1st stage: developing control categories, or quotas

• 2nd stage: elements selected based on convenience/judgment to

identify relevant categories e.g. age, gender, race
not only one gender

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A Classification of Sampling Techniques

Probability Sampling Techniques

Simple Random Stratified

Sampling Sampling
Simple Random Sampling
• Each element in the population has a known and equal
probability of selection. choose ppl with equal probability

• Every element is selected independently of every other

element

• Sampling frame: assign each element a unique ID no.;

telephone survey (RDD) random digital dialling

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 Stratified Sampling 分層
segmentation

• A two-step process: population is partitioned into

mutually exclusive and collectively exhaustive
subgroups, or strata; elements are selected from each
stratum randomly, usually SRS. sample random sampling

• Major objective: increase precision without increasing

cost

• Elements within stratum: similar/homogeneous

• Elements between strata: heterogeneous 不⼀樣

• Stratification variables: closely related to characteristic

of interest how the company segment the market
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D I R E C T LY P R O P O R T I O N AT E
ST R AT I F I E D S A M P L I N G
•Proportionate stratified sampling—each stratum’s size is
proportionate to the stratum’s share of the population.
Consumer type Group size 10% directly
proportional
stratified sample
size

Brand-loyal 4000 400

Variety-seeking 2000 200

Total 6000 600

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 Choosing Nonprobability vs. Probability Sampling
CONDITIONS FAVORING THE
USE OF
Nonprobability Probability
Factors
Sampling Sampling

Nature of research Exploratory Conclusive

Variability in the Homogeneous Heterogeneous

population (low) (high)

Statistical considerations Unfavorable Favorable

Operational
Favorable Unfavorable
considerations
SAMPLE SIZE
• Central limit theorem: sample size
increases, distribution of the sample mean
of a randomly selected sample approaches
the normal distribution

• Rule of thumb: at least 30 or more for each

experimental group

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Sample Sizes Used in Marketing Research Studies
Type of Study Minimum Size Typical Range

Problem identification 500 1000 – 2500

research
(e.g., market potential)

Problem solving 200 300 – 500

research (e.g., pricing)

Product tests 200 300 – 500

Test marketing studies 200 300 – 500

TV/radio/print 150 200 – 300

advertising
(per commercial or ad
tested)

Test-market audits 10 stores 10 – 20 stores

Focus groups 2 groups 10 – 15 groups

RESEARCH ETHICS
• Marketing research activities affect stakeholders:
(1) the marketing researcher, (2) the client, (3)
the respondent (4) the general public

• Ethical issues arise when conflict occurs

between these stakeholders and this can
happen at each step of the marketing research
process.

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Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Stage I Deciding What→ Stage II Planning How→ Stage III Actually Doing
• Research Design
• should formulate and justify the appropriate
research design that can address to research
problem, research questions and hypotheses
• should establish the reliability and validity of
scales ask question directly and no subjective

• should design a questionnaire that obtains

the required data in an unbiased manner e.g.
avoid leading questions and unnecessary
questions
• should conduct pretesting of the 問卷試做
questionnaire
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Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Stage I Deciding What→ Stage II Planning How→ Stage III Actually Doing
• Field Work
 should seek their parents’ approval for participating the survey if respondents
< _____years
18 old

 should collect data with respondents’ knowledge or consent e.g. taking _______
pic

audio/video _______
taping

匿名
 should maintain anonymity of respondents e.g. de-identification

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• Field Work
 should respect respondents’ privacy when engaging in any questionable
practices e.g. observation in fitting room or washroom

 should minimize respondents’ discomfort for sensitive questions e.g. use third-
person technique

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• Field Work
 Should use trained staff of appropriate sex to reduce embarrassment during
focus group e.g. questions related to female product like lingerie would be
better to select female staff as the moderator
 Should conduct interviews as per instructions and specifications received e.g.
follow the discussion outline to ask questions
 should avoid misinforming the respondents e.g. claimed 5 minutes ➔but took
______
10 minutes to complete the questionnaire
 Should avoid harming the respondents e.g. ensure _______
safety

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Field Work
• should not aggressively probe any further if the respondent is feeling
stressful/uncomfortable e.g. can’t recall their using experience

• debriefing sessions of a disguised experiment ➔ participants should be

informed about the true purpose and given opportunities to ask questions.
Debrief vs inform?

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DISCUSSION – RESEARCH PROJECT
• Who is your target population?
• How to choose your sampling frame?
• Which sampling technique that you would employ for
your research study?
• Probability or nonprobability? Why appropriate?
• How to collect your data from your samples ethically?

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