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Contents
1
Part A .................................................................................................................................................... 3
1.1
Introduction ................................................................................................................................... 3
1.2
Sampling ....................................................................................................................................... 3
1.2.1
1.2.2
1.2.3
1.2.4
1.3
1.3.1
1.3.2
1.4
1.5
1.5.1
1.5.2
1.5.3
Reference ............................................................................................................................................ 14
Appendix ............................................................................................................................................. 16
5.1
5.2
5.3
Comparing the time spent on cardiovascular equipment by reasons for going to the gym ........ 17
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Part A
1.1 Introduction
The research purpose is to produce the information from the target market. It must be
quality to generate knowledge and applicable for researcher. There are many types of
research methods; however, quantitative research method is usually conducted because it
provides an overview and options of the large population. By understanding two popular
types method: sampling and questionnaire as well as knowing how to analyze the
quantitative data, this will provide an effective and efficient tool for the researchers to
achieve their goals.
1.2 Sampling
Sampling is the most popular research method. It can clarify the adequate results from the
target population so sampling is very effective when generalizing the finding to the target
market in market research. From a limited number of the sample, they can represent for
the whole population in terms of trends and characteristics. In order to cover this method,
we will address some main key points: the key concepts, the application of the sampling
method, its strengths and weaknesses.
1.2.1 Key concepts
Sampling is mainly focus on generalize the finding from the sample to the targeted
population. There are ten basic terms and concepts in sampling (Bryman and Bell, 2011)
Population: the total units where the samples are collected.
Sample: a selected part from the population which may be based on different
approaches depended on the purpose of the research.
Sample frame: units list of the population
Representative sample: units standing for the population
Probability sample: random selected sample based on random selection method
(low rate of sampling error)
Non-probability sample: units selected without using random selection method
Sampling error: the variance between the sample and the population
Non-sampling error: the difference between the samples and the population
appearing after the selection
Non-response: The samples (usually are people) cannot be contacted or incooperate.
Census: the data related to all units in a population.
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Sampling is easy to conduct, economical and fastest way to collect information from the
target market, thus it is applied widely across the globe. Most of TV networks and news
use sampling method to find out the number and the interested of audience. For example,
BBC used this method to determine the effect of digital devices on peoples news
consumption habits (Culshaw, 2013). How can government collect the information on
unemployment in their countries? How can manufactures know whether customers
satisfied about their products? How can newspapers, magazines and journals know what
are the readers interested in? They all need to conduct surveys by using sampling method.
With all the examples above, sampling seems to be an effective and useful tool for
collecting information from the large population.
1.2.2 Strengths and weakness of sampling methods
According to Bryman and Bell (2011), there are many types of samples included in two
main types: probability and non-probability samples. However, I just want to focus on
some popular types, in my opinion, which are simple random sample, cluster sampling
and snowball sampling.
Type
Simple
random
sample
Definition
Application
Each unit in the population has an equal chance to Survey on nutrition
be selected (Texas, 2012).
consumption trends in
Canada by using randomdigit dialing process to
select sample
Cluster
The technique which is usually applied when the
sampling population is large and widely spreads and can be
divided into groups (clusters). The sample will be
selected randomly from the cluster (University,
2012).
Snowball The technique is used when the information of
sampling members of the population are hard to access.
Research members will be asked to recommend
other members who are suitable for the survey
(Crossman, 2013).
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Cluster sampling
Snowball sampling
Disadvantages
Require detail information
and access to all units of the
population
Approach time could be too
long and the sample could
change
Costly when the population
is too large and hard to
access
Low representative
(members of different
clusters may have same
characteristics)
High sampling error
Clusters must be equal on
each level
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The information we want to collect and how we going to analyze the results
Target population the sample size and how it affects your questionnaire structure
The supply resources - time, money and other support
Questionnaire layout and content:
Creating a clear and attractive layout by using appropriate word type and space
Grouping the related question, keep the questions are as short as possible
Giving clear instruction on how to complete the question
Using general question on the opening
Using same type format for all the closed questions if possible (vertical or
horizontal)
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Respondents can answers freely, which reduces the error causes by inconvenient
answers conditions
Large amount of infromation: a great deal of questionnaire can be sent out to many
places at remarkable low cost
b. Weaknesses
No instructions for interviewers: Although most the questions are well-design,
some may be unclear for the interviewers to answers, which is usually resulted in
wrong answers.
Limit in terms of elaboration answers and number of questions, especially open
questions.
Questionnaire maybe answered in incorrect order: The question order may have a
great impact on the results (PewResearch, 2013).
No control of who will answers the questions
Limit information: No additional data can be add to the questionnaire
High risk of missing data: respondents usually skip the questionnaire which they
are not interested in or the fault when delivering and receiving the questionnaire.
Low response rate: This is the biggest problem when doing self-completion
questionnaire. There are several steps to improve it:
Include covering letter to explain the reasons of the research and the important of
the response
Include return postage
Send a remind letter
Clear and attractive questionnaire layout
Design interesting question to the receivers
The reliability and validity of the questionnaire the ability of giving same results from
people with same characteristics in particularly condition and the measuring rate of the
questions
Source: (Bryman and Bell, 2011) and (UoL, 2013)
1.4 Ethical Issues
Ethical issues are unavoidable when conducting the research. Researchers always have to
try to reduce the risk to individuals and communities while still ensuring gather
maximum information from them (Gillespie, 2010). Ethical code provides general rules
for researchers in order to minimize the risks, which includes:
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Honesty: honestly collect data, generate result, methods and process as well as
publication status.
Objectivity: reduce or eliminate human bias when conducting research
Integrity: responsible for all promises and agreements
Carefulness: reduce the number of errors which can appear during the procedure,
secure collected data as well as the results
Openness: welcome all criticism and ideas
Respect for Intellectual Property: make sure be authorized for all collected data
and access right.
Confidentiality: protect all the data and records
Responsible Publication and Mentoring
Respect for colleagues
Social Responsibility
Non-Discrimination: treat all participant in an equal way
Legality:
obey
government
laws
and
policies
Human Subjects Protection: minimize the risk which may harm to human subjects
Source: (Shamoo and Resnik, 2009) and (Resnik, 2011)
1.5 Analyzing quantitative data
When doing a research, no matter we are working with primary or secondary data,
analyzing the quantitative data is unavoidable. By understanding this method, we can
easily understand the results and see the issue from many angels because quantitative
data can be analyzed in many different ways to provide the most suitable outcome. There
are several things we need to understand in order to achieve the best result by using this
method which is included: main types of quantitative data, types of quantitative analysis
(univariate and bivariate analysis) as well as it strengths and weaknesses.
1.5.1 Types of data
There are four main types of data that we will analyze during the research:
Nominal data (categorical data): is the data that cannot be arranged in order. For
example: male and female.
Ordinal data: is the data that can be rank ordered but the difference between the values is
not equal. For example: the clothing size (small, medium, large)
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Interval data: is the data can be rank ordered and has the same differences between the
categories within the whole range. For example: the difference between 30 and 31 ages is
equal with the difference between 45 and 46 ages.
Ratio data: is the continuous data that can be ordered, has the same difference between
the categories and a natural zero point. For example: the height or weight, the inch scale.
Source: (ET, 2013) and (Bryman and Bell, 2011)
1.5.2 Types of quantitative data analysis
a. Univariate analysis
It is used to analyze one data at a time including some popular types below:
Frequency table: It is the table in which the values are marked and shown the
number or the percentage in relation to the question. As on appendix 4.2, we can
see that the most frequency value is group 76-80 scores with 14 times.
Diagram: This is the most popular univariate method. It provides a clear vision to
the relation of each value. The regular form of diagram is pie chart and bar chart,
which works very well with nominal and ordinal data. As can be seen on appendix
xxx, Tesco is the market leader with 24% of the market share.
b. Bivariate analysis
This method evaluates two categories at a time to determine if they are related or not.
Comparing to other techniques in this method - contingency tables, pearsons r and the
like comparing means and eta is the best to observe the relationship between to values.
On appendix 4.3, it is clear that people who come to the gym for fitness and lose weight
spend much more time on equipment than the rest. In this method, we have the test called
eta, which identify the possible relation between two values. It is useful as it can apply
even when the two values are in different type.
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Weaknesses
Complex topic
Do not take advantage of WBL totally
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Reference
BRYMAN, A. & BELL, E. (eds.) 2011. Business research methods, United Stated: Oxford
University Press Inc.
CROSSMAN, A. 2013. Sociology: Snowball Sample [Online]. About.com. Available:
http://sociology.about.com/od/Types-of-Samples/a/Snowball-Sample.htm [Accessed 15
Jan 2014].
CULSHAW, J. 2013. BBC World News [Online]. BBC. Available:
http://www.bbc.co.uk/mediacentre/worldnews/news-consumption.html [Accessed 15 Jan
2014].
ET. 2013. Analyze Quantitative Data [Online]. Evaluation Toolkit. Available:
http://toolkit.pellinstitute.org/evaluation-guide/analyze/analyze-quantitative-data/
[Accessed 15 Jan 2014].
EXPLORABLE.COM. 2009. Snowball Sampling [Online]. Available:
http://explorable.com/snowball-sampling [Accessed 15 Jan 2014].
FAO. 2012. Humanutrition: Examples of sampling methods [Online]. Food and Agriculture
Organization of the United Nations. Available:
http://www.fao.org/ag/humannutrition/324280613f516cb07eade922c8c19b4d0452c0.pdf [Accessed 15 Jan 2014].
GILLESPIE, D. 2010. Ethical Issues in Research [Online]. The University of North Carolina
at Pembroke. Available: http://www.uncp.edu/home/marson/ethical_issues.html
[Accessed 15 Jan 2014].
PETTINGER, T. 2012. UK Grocery Market Share [Online]. Available:
http://www.economicshelp.org/blog/6288/economics/uk-grocery-market-share/
[Accessed 15 Jan 2014].
PEWRESEARCH. 2013. Question Order [Online]. Available: http://www.peoplepress.org/methodology/questionnaire-design/question-order/ [Accessed 15 Jan 2014].
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RESNIK, D. B. 2011. What is Ethics in Research & Why is it Important? [Online]. National
Institutes of Environmental Health Sciences. Available:
http://www.niehs.nih.gov/research/resources/bioethics/whatis/ [Accessed 15 Jan 2014].
SHAMOO, A. E. & RESNIK, D. B. 2009. Responsible Conduct of Research, New York,
Oxford University Press.
SMITH, S. 2013. Determining Sample Size: How to Ensure You Get the Correct Sample Size
[Online]. Qualtrics Blog. Available: http://www.qualtrics.com/blog/determining-samplesize/ [Accessed 15 Jan 2014].
STRATHCLYDE. 2013. Questionnaire Design [Online]. University of Strathclyde.
Available:
http://www.strath.ac.uk/aer/materials/3datacollection/unit2/questionnairedesign/
[Accessed 15 Jan 2014].
TEXAS, T. U. O. 2012. COMMON MISTAKES IN USING STATISTICS: Spotting and
Avoiding Them [Online]. Available:
http://www.ma.utexas.edu/users/mks/statmistakes/StatisticsMistakes.html [Accessed 15
Jan 2014].
TUTORVISTAR. 2013. Frequency Table [Online]. Available:
http://math.tutorvista.com/statistics/frequency-table.html [Accessed 15 Jan 2014].
UNIVERSITY, P. 2012. Cluster sampling. Available:
http://www.princeton.edu/~achaney/tmve/wiki100k/docs/Cluster_sampling.html
[Accessed 15 Jan 2014].
UNS. 2013. Food Consumption: Technical Data [Online]. UK National Statistic. Available:
http://www.statistics.gov.uk/hub/people-places/people/food-consumption [Accessed 15
Jan 2014].
UOL 2013. Introduction to Research. University of Surrey.
UOZ. 2013. Structured Interviewing and Self-completion Questionaires [Online]. University
of Zagreb. Available: http://www.unizg.hr/homepage/about-university/ [Accessed 15
Jan 2014].
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Appendix
b. Bar chart
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Build
Total
Strength
19.65
26.47
17
90
17