Sampling and Data Collection: Part I
Discussion #1:
A manufacturer of household care products in the U.S. would like to find out how satisfied consumers are with the laundry detergent they are currently using. The information is important because the manufacturer wants to produce a product that satisfies the consumer’s needs.
- What sampling technique, listed in Figure 14.4, on page 304 of the Basic Marketing Research textbook, will you recommend for the study? Why? Be specific.
- What are other sampling techniques that could be used, if you only had a short period of time and a small budget to complete the study?
Discussion #2:
In the past, the HR department has gathered information from some management trainees, who reported the name of a competitor from which they received another offer and the size of their starting salary. The HR department thinks that these statistics may be biased and wishes to approach the whole task more systematically. Because of your expertise in marketing research practices, you have been assigned to determine the situation with respect to the last group of trainees hired.
Describe how you would select a sample of respondents to answer the question of starting salary offers. Answer from the perspective of both the company and the potential employee.
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