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Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Probability Sample Probability Sample Q Q Sampling techniques Sampling techniques where respondents where respondents have a known have a known (nonzero) chance of (nonzero) chance of being chosen being chosen Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Probability Sample Probability Sample Simple Random Simple Random Sample Sample Q Q Probability sample Probability sample where researchers where researchers choose respondents choose respondents from a complete list from a complete list of the population of the population Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Q Q Probability sample Probability sample where researchers where researchers divide the complete divide the complete population list into population list into groups and then use groups and then use single random single random sampling techniques sampling techniques on the subgroups on the subgroups Probability Sample Probability Sample Simple Random Simple Random Sample Sample Stratified Sample Stratified Sample Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Probability Sample Probability Sample Simple Random Simple Random Sample Sample Stratified Sample Stratified Sample Cluster Sample Cluster Sample Q Q Probability sample Probability sample where researchers where researchers randomly choose randomly choose areas of geographic areas of geographic clusters before clusters before random cluster random cluster selection selection Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Q Q Arbitrary sampling Arbitrary sampling technique where technique where respondents have an respondents have an unknown or zero chance unknown or zero chance of being chosen for the of being chosen for the sample sample Nonprobability Nonprobability Sample Sample Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Q Q Nonprobability sample Nonprobability sample where researches choose where researches choose respondents based on respondents based on ease of availability of ease of availability of respondents respondents Nonprobability Sample Nonprobability Sample Convenience Sample Convenience Sample Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Q Q Nonprobability sample Nonprobability sample where researchers where researchers conveniently match conveniently match characteristics in the characteristics in the population with quotas population with quotas Nonprobability Sample Nonprobability Sample Quota Sample Quota Sample Convenience Sample Convenience Sample Sampling Techniques Sampling Techniques The Marketing Research Process The Marketing Research Process Q Q Nonprobability Nonprobability sample based on sample based on arbitrary judgments arbitrary judgments by the researcher by the researcher Nonprobability Sample Nonprobability Sample Convenience Sample Convenience Sample Quota Sample Quota Sample Judgement Sample Judgement Sample The Marketing Research Process The Marketing Research Process Feedback Feedback Q Q Define the problem Define the problem Q Q Research design Research design Q Q Data collection Data collection Q Q Analysis, interpretation Analysis, interpretation and presentation and presentation Analysis, Interpretation, and Presentation Analysis, Interpretation, and Presentation The Marketing Research Process The Marketing Research Process Q Q Must present findings in clear, Must present findings in clear, understandable manner understandable manner Q Q Communicate properly with Communicate properly with audience audience