Marketing Research

Fall, 2023
Jung Hee Yu, Ph. D.

Marketing Research
Marketing Research
201 Groups
Final - Starbucks
Coca-Cola Final - Netflix
Employee
3 / 6 students 4 / 6 students 6 / 6 students
응우엔 득 아잉(14) 또 쭉 꾸인(38) 응우엔 부 후엔 짱(19)

판 득 바오(41) 부 꾸앙 흥(02) 응우엔 카잉 하(20)

팜 레 아잉 뚜언(44) 응우엔 티 타잉 타오(25) 응우엔 하 프엉(29)

Final - HomeDepot 팜 티 뜨어이(46) 찐 티 짜(40)

레 프엉 아잉(01) Final - Starbucks Customers 판 티 투(43)

응오 꾸인 찌(08) 7 / 7 students 팜 프엉 링(47)

응오 타잉 후엔 흐엉(49) 아르마스 주비아 호세 임마뉴엘(51)

응우엔 땅 득(22) 아브두나비에브사이드카멀(05)

응우엔 프엉 아잉(27) 응우엔 뒤 안(13)

응히엠 마이 링(30) 응우엔 득 하이 아잉(15)

Final - Hyundai 응우엔 밍 응옥(17)

5 / 6 students 제레미 마르셀(53)

도안 꾸옥 비엣(93) 쿠자에브오림콘(69)

띤 꾸옥 카잉(96)

레 마잉 훙(97)

응우엔 꽝 하이(11)

쩐 반 훙(35)

Marketing Research
202 Groups
Final Project - Cộng Cafe Final Project - Mercedes Benz Final Project 7
다오 뒤 타이 선(92) 마지토브무자파르(61) 응우엔 꽝 뚜언(10)

도 띠엔 둥(94) 소리조노브수크바틸라(59) 응우엔 낌 응안(21)

리우신이(25) Final Project - Trung Nguyen 응우엔 반 타이(18)

부 남 선(03) 르엉 짬 아잉(99) 쩐 티 홍(33)

쭈 안 휘(36) 르엉 흐엉 짜(00) 투르수노프 쿠드라틸러(55)

Final Project - E-mart 부이 꽁 밍(05) 호앙 느웬 람 안(24)

마마드야노프이브로힘 (49) 응우엔 티 프엉 아잉(26) Final Project- Apple

알리조노프누리딘(52) 지앙 타잉 뚱(91) 도안 뚱 람(95)

압두카리코브소비트콘(66) 쿡 카이 호안(37) 부이 득 히에우(04)

압두카미토브아크로벡(94) Final Project - Vietnam Airlines 쩐 코이 응우엔(31)

Final Project - McDonald 레 빅 응옥(98) 쩐 투에 람(32)

부이 티 뚜 링(07) 부이 꽁 방(06) 찐 록(39)

응오 하이 비(09) 응우엔 남 하이(12)

응우엔 티 반 아잉(23) 응우엔 디에우 링(16)

응우엔 티 카잉 링(24) 응우엔 하 비(28)

팜 빅 프엉(45) 판 응우엔 디에우 아잉(42)

호앙 티 꾸인 짱(48)

Marketing Research
Week Chapters
1 Introduction
2 Ch_1_Introduction to Marketing Research
3 Ch_2_The Marketing Research Industry
4 No class
5 Ch_3_The Marketing Research Process and Defining the Problem and Research Objectives
6 Ch_4_Research Design
7 Ch_5_Secondary Data and Packaged Information
8 Mid-term Exam
9 Ch_6_Qualitative Research Techniques
10 Ch_7_Evaluating Survey Data Collection Methods
11 Ch_8_Understanding Measurement, Developing Questions, and Designing the Questionnaire
12 Ch_9_Selecting the Sample
13 Ch_11_Dealing with Field Work and Data Quality
14 Ch_16_Communicating Insights
15 Final Presentation
16 Final Exam

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Following Weeks

13 Ch_11_Dealing with Field Work and Data Quality

Marketing Research
7
Group Project – Week 11

- Develop Questionnaire for your Study (8pt)

- Due by Nov. 21st (Tuesday)
• Create link and QR Code
• Share the link or the QR Code

Marketing Research
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Group Project – Week 12
Week_12_Group Project_ - Planning of Collecting Data (2pt)

Marketing Research
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Attendance Check

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Quiz

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Marketing Research
Ninth Edition, Global Edition

Chapter 9

Selecting the Sample

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Learning Objectives
In this chapter you will learn
9.1 Basic concepts involved with samples and sampling
9.2 The reasons for taking a sample
9.3 Differences between probability and nonprobability sampling
9.4 How to perform each of four different types of probability sampling
9.5 How to perform each of four different types of nonprobability
sampling
9.6 About online sampling techniques
9.7 The steps involved with online data sampling and continues to
provide world-developing a sampling plan
Where We Are
1. Establish the need for marketing research.
2. Define the problem.
3. Establish research objectives.
4. Determine research design.
5. Identify information types and sources.
6. Determine methods of accessing data.
7. Design data collection forms.
8. Determine the sample plan and size.
9. Collect data.
10. Analyze data.
11. Communicate Insights.
Basic Concepts in Sampling (1 of 4)
• The population is the entire group under study as defined
by research objectives.
• A census is an accounting of the complete population. It
requires information from everyone in the population
• The U.S. census is taken every 10 years by the U.S.
Census Bureau (www.census.gov).
Marketing Research
16
The Population

The population is the entire group under study.

19
Find your Group (A, B, or C) for Week 12. Provide the marketing researcher’s
definitions for your group’s case. of the following populations:

Group A. Nest Thermostat, a company that sells home thermostats that run on the
Internet of Things, wants to determine interest in a motion-sensing camera that
activates anytime someone enters a dwelling through the front door.

Owners of homes who are interested in technology

Group B. The manager of your student union is interested in determining if

students desire a “universal” debit account ID card that will be accepted anywhere
on campus and in many stores off campus.

Students who buy items on campus and in off-campus stores using a checking
account

Group C. Joy Manufacturing Company decides a survey to determine the sales

potential of a new type of air compressor used by construction companies.

Construction companies who buy air compressors for their projects

Marketing Research
Figure 9.1
Basic Concepts in Sampling (2 of 4)
• Sample: a subset of the population that should represent
the entire group
• Sample unit: the basic level of investigation
Basic Concepts in Sampling (3 of 4)
• A sample frame: a master source of sample units in the
population
• Sampling frame error: the degree to which the sample
frame fails to account for all of the population
Basic Concepts in Sampling (4 of 4)
• Sampling error: any error in a survey that occurs
because a sample is used
Reasons for Taking a Sample
• Practical considerations such as cost and population size
• Inability to analyze huge amounts of data generated by a
census
Basic Sampling Methods
• Probability samples: ones in which members of the
population have a known chance (probability) of being
selected into the sample
• Non-probability samples: instances in which the chances
(probability) of selecting members from the population into
the sample are unknown
Probability Sampling Methods
• Simple random sampling
• Systematic sampling
• Cluster sampling
• Stratified sampling
Probability Sampling (1 of 5)
• Simple random sampling: the probability of being
selected into the sample is “known” and equal for all
members of the population

• Probability of selection  sample size / population size

Simple Random Sampling
• The random device method involves using a procedure
or apparatus that assures that every member of the
population has the same chance of being included in the
sample.
• Can use a blind draw or random number
• A common method is random digit dialing (RDD)
Probability Sampling (2 of 5)
• Systematic sampling: way to select a random sample
from a directory or list that is much more efficient than
simple random sampling
• Uses a skip interval for selection
Probability Sampling (3 of 5)
• Cluster sampling: method in which the population is
divided into subgroups, called “clusters,” each of which
could represent the entire population
Probability Sampling (4 of 5)
• Area sampling is a form of cluster sampling – the
geographic area is divided into clusters.
Area (Cluster) Sampling
• One-step area sample: the researcher may believe the
various geographic areas (clusters) to be sufficiently
identical to allow concentrating his or her attention on just
one area and then generalizing the results to the full
population
• Two-step area sample: the researcher selects a random
sample of areas, and then, he or she decides on a
probability method to sample individuals within the chosen
areas
Area Sampling
Probability Sampling (5 of 5)
• Stratified Sampling: separates the population into
different subgroups and then samples all of these
subgroups
• Is used when working with a “skewed” population
• May require the calculation of a “weighted mean”
• A proportionate stratified sample has sample sizes scaled
to population size
• A disproportionate stratified sample has sample sizes not
scaled to population size, but may be more statistically
efficient.
Figure 9.2
Table 9.1 Four Different Probability
Sampling Methods
Simple Random Sampling
The researcher uses random numbers from a computer, random digit dialing, or some other random
selection procedure that guarantees each member of the population in the sample frame has an
identical chance of being selected into the sample.
Systematic Sampling
Using a sample frame that lists members of the population, the researcher selects a random starting
point for the first sample member. A constant skip interval is calculated by dividing the number of
population members in the sample frame by the sample size, then this is used to select every other
sample member from the sample frame. This procedure accomplishes the same end as simple
random sampling, and it is more efficient.
Cluster Sampling
The sample frame is divided into groups called clusters, which must be very similar to each other. The
researcher can then randomly select a few clusters and perform a census of each one (one stage). If
desired, the researcher can then randomly select more clusters and take samples from each one (two
stage). This method is desirable when highly similar clusters can be easily identified, such as with
subdivisions spread across a wide geographic area.
Stratified Sampling
If the population is believed to have a skewed distribution for one or more of its distinguishing factors
(e.g., income or product usage), the researcher identifies subpopulations in the sample frame called
strata. A simple random sample is then taken of each stratum. Weighting procedures may be applied
to estimate population values, such as the mean. This approach is better suited than other probability
sampling methods for populations that are not distributed in a bell-shaped pattern (that is, skewed).
Nonprobability Sampling (1 of 3)
• With nonprobability sampling methods selection is not
based on fairness, equity, or equal chance.
– Convenience sampling
– Chain referral sampling
– Purposive sampling
– Quota sampling
Nonprobability Sampling (2 of 3)
• Convenience samples: samples drawn at the
convenience of the interviewer (such as mall interviews)
• Chain referral samples: require respondents to provide
the names of prospective respondents
Nonprobability Sampling (3 of 3)
• Purposive samples: requires a judgment or an “educated
guess” as to who should represent the population
• Quota samples: specified percentages of the total sample
for various types of individuals to be interviewed
Table 9.2 Four Types of Nonprobability
Sampling Methods
Convenience Sampling
The researcher or interviewer uses a high-traffic location, such as a busy pedestrian area or a
shopping mall, as the sample frame from which to intercept potential respondents. Sample frame error
occurs in the form of members of the population who are infrequent users or nonusers of that location.
Other types of error may result from the arbitrary way the interviewer selects respondents from the
sample frame.
Chain Referral Sampling
Respondents are asked for the names or identities of others like themselves who might qualify to take
part in the survey. Members of the population who are less well known or disliked, or whose opinions
conflict with those of the selected respondents, have a low probability of being selected.
Purposive Sampling
The researcher uses his or her judgment or that of some other knowledgeable person to identify who
will be in the sample. Subjectivity and convenience enter the picture, and consequently, certain
members of the population will have a smaller chance of selection than others.
Quota Sampling
The researcher identifies quota characteristics, such as demographic or product use factors, and uses
these to set up quotas for each class of respondent. The sizes of the quotas are determined by the
researcher’s belief about the relative size of each class of respondent in the population. Often, quota
sampling is used as a means of ensuring that convenience samples will include the desired proportion
of different respondent classes.
43
 Convenience sample What students would be overrepresented? What students would be
location underrepresented?
Group A. The University
Recreation Center

Group A. The University

Commons

Group B. Residence halls

located on campus

Group B. Individuals who

purchase season tickets for
the university’s home
football game

Group C. The Library

Group C. Physics 401

(Advanced class for physics
majors)

Marketing Research
 Convenience sample
location
Group A. The University
Recreation Center
Group A. The University
Commons
Group B. Residence halls
located on campus
Group B. Individuals who
purchase season tickets for
the university’s home
football game
Group C. The Library
Group B. Physics 401
(Advanced class for physics
majors)
What students would be overrepresented?
Students who work out, are active, or into
exercise and health
Students who hang out there; those who buy
food and snacks; those who participate in the
activities at the Commons
Students who live on campus
Students who are football fans, students who
can afford season football tickets
Students who use the Library (typically
underclasspersons and graduate students)
Students majoring in physics
What students would be
underrepresented?
Sedentary students, commuter
students, students who study too hard
to exercise or recreate
Commuters, nontraditional students
(such as nighttimers), students who do
not buy food there or participate in the
activities
Students who live off campus or who
commute
Students who are not interested in
football, students with less disposable
income, students who only attend some
games
Students who do not use the Library
(may be a huge number if the Library
has many electronic services)
All other students
Marketing Research
Online Sampling Techniques
• Online panels: large numbers of individuals who have
agreed to participate in online surveys
• River samples: created via the use of banners, pop-ups,
or other online devices that invite website visitors to take
part in the survey
• E-mail list samples: purchased or otherwise procured
from someone or some company that has compiled email
addresses of opt-in members of the population of interest
Table 9.3 Steps in a Sample Plan
Step Action Description
1 Define the Create a precise description of the group under investigation using
population. demographics, buyer behavior, or other relevant constructs.
2 Obtain a Gain access to some master source that uniquely identifies all the units in
sample frame. the population with minimal sample frame error.
3 Decide on the Based on survey objectives and constraints, endeavor to select the best
sample probability sample method, or if appropriate, select a nonprobability sample
method. method that fits the research requirements.
4 Decide on the If a probability sampling plan is selected, use a formula; to be covered in the
sample size. following chapter.
5 Draw the Using the chosen sample method, apply the necessary steps to select
sample. potential respondents from the sample frame.
6 Validate the Inspect some relevant characteristics of the sample (such as distribution of
sample. males and females, age ranges, etc.) to judge how well it matches the
known distribution of these characteristics in the population.
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Following Weeks

13 Ch_11_Dealing with Field Work and Data Quality

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