PROBABILITY SAMPLING

• Every element in the population has a non-zero probability of selection

and each member of the population has an equal probability of being
selected. SOME METHODS IS simple random sampling, systematic
sampling, frequency distribution.
• ADVANTAGES:
1. IS MORE LIKELY TO BE REPRESENTATIVE, IS LESS LIKELY TO BE BIASED
2. THE ABILITY TO GENERALIZE CONCLUSIONS ABOUT POPULATION IS HIGHER
• DISADVANTAGES:
1. CAN BE TIME CONSUMING AND EXPENSIVE
2. IN SIMPLE RANDOM SAMPLING IT CAN MISS RELEVANT PIECES OF
INFORMATION FROM OTHER PEOPLE THAT WAS IMPORTANT
NON- PROBABILITY SAMPLING
• The probability of any member of the population being chosen unknown. You
don’t have an equal probability to be selected for research. Some methods are
convenience sampling, judgment sampling and snowball sampling.
• ADVANTAGES:
1. Quick and convenient
2. Inexpensive
• DISADVANTAGES:
1. Selection bias
2. Difficulty of assessing the quality
Non probability sampling:
• CONVENIENCE SAMPLE: it refers sampling procedures of
obtaining people who are most conveniently available.
• JUDGMENT SAMPLE: an experienced individual selects the
sample upon his or her judgement about appropriate
characteristic required of the sample members.
Probability sampling:
• SIMPLE RANDOM SAMPLE: assures that each element in the
population will have an equal chance of being included in the
sample. Is easy method when there is an electronic database.
STEPS OF DRAWING A SAMPLE
1. DEFINE THE POPULATION: which people we are going to include. Depends on
research.
2. DETERMINE THE SAMPLING FRAME: the target population are the population we
want to observe while the survey population are what we can observe.
3. SELECT THE SAMPLING TECHNIQUE: we have 2 major categories of sampling.
One is probability sampling – population has a non zero probability selection and
each member has an equal probability of being selected. Other is non-
probability sampling, any member being chosen unknown. You don’t have an
equal probability to be selected.
4. DETERMINE THE SAMPLE SIZE: how many people are going to use. Quantitative
minimum 200, qualitative maximum 200.
5. EXECUTE THE SAMPLING PROCESS: we have to collect the data from this people.
MAIN ADVANTAGES AND LIMITATIONS OF RESEARCH
TECHNIQUES
• PERSONAL INTERVIEWS:
ADVANTAGES: higher response rate, provides a grater opportunity to observe the behaviour and attitude of
the respondent. Allows a respondent to adapt to questions – answers in depth.
DISADVANTAGES: possibility of influencing the respondent, is an expensive procedure and is time-
consuming.
• FOCUS GROUP:
ADVANTAGES: its considered as a reliable source of information because it is directly from the consumer
and is specifically designed to meet the objectives of a project.
DISADVANTAGES: is time consuming and expensive.
• OBSERVATIONS:
ADVANTAGES: you can observe what happens in a natural setting.
DISADVANTAGES: the most limiting factor in the use of the observation method is the inability to observe
such things
• EMAIL QUESTIONNAIRES:
ADVANTAGES: high quantity of data, low cost
DOING EXPLORATORY DESCRIPTIVE
AND CAUSAL RESEARCH
• Exploratory Research: It helps to know when the researcher cannot identify and
if there is mistakes or problem within the research it also Establish priorities that
might be for further research. Discover new ideas / new products or new
advertisement ideas.
• Descriptive Research: Descriptive research can describe the characteristics of
relevant groups, such as consumers, organizations, or market areas. Also to test
advertising effectiveness. Descriptive research is used to find the most problem
that affects a group or segment in the market, the reader of the research will be
able to know what to do to prevent the problem , more people will be satisfied.
• Causal Research: It is used to understand which variables are the cause,
specially independent/ dependent variables and which variables are the effect for
the case. It also give a common design for the educational studies.
QUESTIONNAIRE RESEARCH PURPOSE
• Questionnaire is a vehicle used to prove the questions that the researcher wants
respondents to answer Use of this is to collect responses from a large sample
before quantitative analysis. There are 9 steps to design the process:
1. Specify the information needed: decide what kind of data to include in the
questionnaire by establishing what information will be collected and from
whom.
2. Type of interviewing method: review the type of interviewing method
determined based on considerations discussed for instance, personal
interviews.
3. Individual question content: see if the questions are necessary. Make sure each
question is specific and used 1 time only.
4. Overcoming inability and unwillingness: we have to give examples to the
respondent, people tend to remember more.
5. Choosing question structure: 2 structures- the 1 UNSTRUCTED
QUESTIONS where choosing from among a set of alternative. The other is
STRUCTURED QUESTIONS where it specify the set of response alternatives.
6. Choosing question wording: we have use simple words that everyone
understand. We also have to AVOID LEADING QUESTIONS, which are
questions that clues the respondent to what the answer should be.
7. Determine the order of the question: the opening questions should be
interesting, simple. The basics information should be obtained first and the
difficult questions at the end.
8. Form and layout: divide the questionnaire in some parts. The question in
each part should be numbered.
9. Pretesting: we pretest the questionnaire in order to make sure that they
understand it. Testing that on a small sample of respondents to identify
potential problems. All the aspects should be tested.
ADVANTAGES TAKING A SAMPLE
RATHER THAN DOING A CENSUS
• A census involves collecting data from an entire population or
target group. It aims to gather information from every
individual or entity within a defined population. A sample in
contrast, involves collecting data from a subset or smaller
representation of the population. Advantages is that census
can be really time consuming and expensive because a sample
allows the researcher to obtain reliable and representative
information while reducing costs. From the census, you
collect data that are irrelevant with the purpose and this lead
that is not time efficiency and in the sample you will gain
what you want.
PRIMARY AND SECONDARY DATA
• PRIMARY DATA: refers to the first hand data gathered by the
researcher himself. It’s a real time data and very involved from
questionnaires, focus groups and interviews. They are
expensive because the participants in the focus groups given
money to them or vouchers to participate. Is reliable source of
information for the research.
• SECONDARY DATA: that are collected from other business
research ,newspapers, books or reports. Is more quick, easy
and less expensive than primary data.
MANAGEMENT DECISION PROBLEM –
BUSINESS RESEARCH DECISION
PROBLEM
Management Decision Problem: it pays more attention on the
products/services and how it can be introduced or if the
advertisement campaign should be changed or developed. Ex:
Apple for any new Product.
Business Research Problem: to define the customers
preferences and purchase intentions for the proposed new
product and also the effectiveness of the current advertising
campaign. ex :Apple can be an example for adding and develop
new features that customer prefer or asked for.