1. Market Research

2. Warm-up
You survey every 50th person to walk through the entrance at a football game.
Your method of sampling is
Clustering
Quota
Random
Stratified Random
Snowball

3. Agenda Project due at end of hour PowerPoint / Presentation Platform
Turn in all evidence collected (surveys, observation reports, interview scripts, etc…)
Promotional tool must be included in Presentation
Self-Graded Rubric of group (1 per group)
If wasting time, presentations will start today

4. Market Research Sampling Methods
Random Samples – equal chance of anyone being picked
May select those not in the target group – indiscriminate
Example: Choose students at random from campus to ask about DECA
Sample sizes may need to be large to be representative

5. Market Research Stratified or Segment Random Sampling
Samples on the basis of a representative strata or segment
Still random but more focused
Interview only DECA member
Every 15th person who walks into meeting

6. Market Research Quota Sampling Again – by segment
Not randomly selected
Specific number on each segment are interviewed, etc.
Ask 10 Female DECA students
Ask 10 Senior DECA students
May not be fully representative

7. Market Research Cluster Sampling
Primarily based on geographical areas or ‘clusters’ that can be seen as being representative of the whole population
Done to cut down on total amount of interviews needed
If you did a lunch survey
Asking 1st lunch only
You want each lunch to have similar make-ups but be diversified within

8. Market Research Snowball Sampling
Samples developed from contacts of existing customers – ‘word of mouth’ type approach!
You start with a couple of people to interview and then you ask them who to interview next
Good method if you are unfamiliar with how to obtain information

9. Primary Research Observations Surveys Interviews Experimental Method
Manipulating one variable to see if it brings about a change in another variable
Tests the hypothesis
If I brought food to class every Friday, would attendance increase
Can be difficult to prove