Answer to Question #159226 in Management for kamal

Question #159226

1.what do yo mean by sampling in marketing research?(please answer in 150 to 200 words) and contrast the sampling-based marketing research with census-based marketing research?(please give at least 10 points of this)

3.under what circumstances is it advised to use sampling-based marketing research ?(please answer in 150 to 200 words)

4.under what circumstances is it advised to use census-based marketing research?(please answer in 150 to 200 words)

Expert's answer

In marketing research, sampling refers to the process of collecting opinions and ideas from a group or specific number of people with the aim of finding out about the whole group. Sampling was introduced in marketing research, as the researchers considered the entire exercise of collecting information from the whole group is expensive and time consuming.  Through sampling, the selected members of the group would be manageable at lower costs and the research would take short period to gather for the information or details. Through careful analysis and design, the researchers will obtain the required information from the selected participants in the research study. Sampling in marketing research has three critical areas including method of selection, sample structure, planning the analysis and interpretation of results. The size of the sample selected should be considered critically as it should not be small or large as compared with the whole population for accuracy and elimination sampling errors.

Census based is a systematic where data is collected and recorded while sampling is about selecting a specific portion or group of population. In census-based sampling enumeration is complete while in sampling based enumeration is partial. Each unit of population is studies in census-based sampling while in sampling based handful of population are studied. Census based is time consuming while sampling is a fast process. Census based is expensive as compared with sampling-based which economical. The results obtained from census based as economical and accurate while that of sampling based are not reliable and accurate due to margin error. Error are not available in census based while in sampling based errors depend on size of the population. Census based is appropriate for heterogeneous nature population while sampling is appropriate for homogeneous population.  

Sampling based marketing research is preferred when the target population is large and cannot be interviewed or requested to offer the required information. It is the best method to use when the results of the study are needed within the shortest period possible. For example, when the activities or businesses has been suspended waiting for the implementation of the results from the study.  Sampling based method is appropriate when the business or organization has limited resources to invest in the research study, as it is economical method. When the target population is heterogeneous, sampling based method is the best to apply in the marketing process.  Sampling method has been the most preferred method in marketing research based its benefit, which outweighs the negatives in the process of application.

Census based marketing research is appropriate when the researchers need reliable and accurate results of the study. The research can utilize census-based method when they have adequate resources to invest in the research process. In a situation that the researchers have humble or enough time t collect data from the population, they can use census-based method of marketing research. Census based method is used when the researchers want results free from errors. When the target population is heterogeneous, the researchers will consider adopting census based marketing research method. When the researchers wan to offer a chance to all the target population to participate in the study, they will consider adopting the census based method.

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