1. Quantitative Research
Asks pre-set questions on a large enough sample of people to provide statistically valid data
3 key aspects:
Sampling
Making sure questionnaire is unbiased & meets research objectives
Assessing the validity of the results

2. Key issues are: sampling method sample size

3. Random Sampling
Selecting respondents to ensure that everyone in the population has an equal chance of being interviewed
Pick names at random from electoral register
Send interviewer to address
Visit up to twice more if person is out
SLOW & EXPENSIVE

4. Quota Sample
Selecting interviewees in proportion to the consumer profile within your target market

5. Stratified Sample
Only interviewing those with a key characteristic required for the sample
e.g Oil of Olay may decide to interview only women aged 30-45, the potential buyers of the future
Within this stratum of the population, individuals could be found at random (stratified random sample) or by setting quotas based on factors such as social class or religion

6. Cluster Sample Sampling only within a specified area/areas
e.g. in selected university towns or in seaside resorts
Not a common form of sampling

7. Other types of sampling
Convenience
Systematic

8. Sample Size Most high –profile surveys in the UK are the opinion polls
Quota samples of between 1,000 and 1,500 respondents are considered large enough to reflect the opinions of the electorate of 44 million
How? Confidence levels

9. Confidence Levels 95% reliability is good enough
A finding should be right 19 times out of 20 (95%)
This is known as a 95% confidence level

10. Factors influencing choice of method
Cost & availability of finance
Time
Importance of market segments
Whether business is targeting a specific group of customers
Firm’s understanding of its customer base