[Kinh Tế Học] Market Research - Nghiên cứu thị trường Phần 9 potx

The Marketing Research Process
The Marketing Research Process
Feedback
Feedback
Q
Q
Analysis, interpretation
Analysis, interpretation
and presentation
and presentation
Q
Q
Define the problem
Define the problem
Q
Q
Research design
Research design
Q
Q
Data collection
Data collection
Sampling Techniques
Sampling Techniques
The Marketing Research Process
The Marketing Research Process
Population
Population
Q
Q
Total group that the

Total group that the
researcher wants to
researcher wants to
study
study
Census
Census
Q
Q
Collection of data
Collection of data
from all possible
from all possible
sources in a
sources in a
population or
population or
universe
universe
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