Research

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  • 1. Marketing ResearchLec: Doç. Dr. Mehmet Emin İnal
  • 2. Steps in Sampling Process Define the Population Frame the Population Chosee a Sample Design Draw the sample Execute the research
  • 3. What is POPULATION? All the values and people that is accounted Size of population differs regarding the research ugurpek Must include interested subjects and values
  • 4. How do we define population? Decide the focus group of research (human, firms, hotels etc.) Decide the geographic area of research( Turkey, Alanya etc.) Decide time interval
  • 5. SampleSubgroup of population that can present the whole population
  • 6. Why do we use sample? Budget limitation Time limitation Impossible to reach all population Urgency to reach results
  • 7. Sampling steps Sample frame selection Choose a sample design Decide the sample size regarding the budget, time limit
  • 8. Sample frame selection Samplwe frame is a list or set of directions identifying all the sample units in the population It can be list of names,telephone numbers, area map etc. Sample frame must be accurate and corrected in order to succeed
  • 9. Sample Design Random Sampling Non-Random SamplingCost High LowAccuracy High LowTime Much LessAcceptability Universal acceptance Rational AcceptanceGenerability Good Bad
  • 10. Random Sampling Each unit have equal chance to be choosen No personal impact from reasearcher Sampling error can be calculated No guaratee to present the population perfectly ( bias may happen)
  • 11. Random Sampling1. Simple random sampling2. Systematic sampling3. Cluster sampling4. Stratified sampling
  • 12. 1.Simple Random Sampling Equal chance to be chosen Sampling size must be decided
  • 13. 2. Systematic Sampling Easiest way of random sampling Use a pattern ,system to choose sample No need to have full list of sample
  • 14. 3. Cluster Sampling To cluster sample within the geographical districts Easy to manage Less costly Generability is a problem
  • 15. 4. Stratified Sampling To use subgroups of sample Ex: use of ages