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1a. Prepare and implement a plan for the collection of primary and secondary data
1b. Describe the survey methodology including sampling frame, sampling and collecting
method
• Sampling
Sampling involves selecting a sample of items from a population. Sampling is one of the
most important subjects in quantitative methods. In most practical situations the
population will be too large to carry out a complete survey and only a sample will be
examined. A good example of this is a poll taken to try to predict the results of an
election. It is not possible to ask everyone of voting age how they are going to vote: it
would take too long and cost too much. So a sample of voters is taken, and the results
from the sample are used to estimate the voting intentions of the whole populations.
Occasionally a population is small enough that all of it can be examined: for example,
the examination results of one class of students. This type of survey is quite rare,
however, and usually the investigator has to choose some sort of sample.
• Sampling frame
A sampling frame is a numbered list of all the items in the population.
If random sampling is used then it is necessary to construct a sampling frame. Once this
has been made, it is easy to select a random sample, simply by generating a list of
random numbers.
For instance, if you wanted to select a random sample of children from a school, it would
be useful to have a list of names:
0 J Absalam
1 R Brown
2 S Burrow
…
Now the numbers 0, 1, 2 and so on can be used to select the random sample. It is
normal to start the numbering at 0, so that when 0 appears in a list of random numbers it
can be used.
A sampling frame should have the following characteristics:
(a) Completeness. Are all members of the population included on the list?
(b) Accuracy. Is the information correct?
(c) Adequacy. Does it cover the entire population?
(d) Up to dateness. Is the list up to date?
(e) Convenience. Is the sampling frame readily accessible?
(f) Non-duplication. Does each member of the population appear on the list only once?
Sampling frame consists of three kinds of sampling named random sampling, quasi-
sampling and non-random sampling.
• Collecting method
There are several methods of obtaining sample data:
(a) Observation can be used as a means of obtaining sample data where
quantitative data is required. For example, if data is needed about the volume of
traffic passing along a road at a certain time of day, observers (either people or
recording equipment) can be placed so as to count the traffic as it passes by.
Observation can also be used to study consumer behavior, although this is
usually within a controlled experiment.
(b) Experimentation – a range of techniques are used in experimentation. Customer
preferences may be determined by ‘blind’ testing. At a higher level, different
marketing strategies may be test-marketed.
(c) The use of questionnaires provides a quick, cheap method of conducting a
survey but it suffers from several defects, which may lead to biased results.
The people completing the forms (respondents) may be unaware of the
requirements and place different interpretations on the questions. This
problem will be aggravated if the questions are badly phrased.
Large numbers of forms may not be returned or only returned partly
completed. This may well lead to biased results as the respondents who
reply are likely to be those most interested in the survey.
Respondents may give false or misleading information, if, for example,
they have forgotten material facts, desire to give a favorable impression
of their circumstances, or simply out of a sense of mischief.
Questionnaires can be used in a variety of ways as follows.
Telephone interviews
Personal interviews conducted by market researchers in the interviewee’s
home
Postal survey
For self-completion, perhaps at the place of purchase
(d) Qualitative techniques – a relatively expensive method, but one which may yield
more valid results, is to conduct unstructured individual or group interviews. The
lack of structure may make analysis difficult but the results may be more valid in
that they are not the result of the prompting of the structured interview.
(e) Consumer panels (test panels) – some research firms have created consumer
panels consisting of a representative cross-section of consumers who have
agreed to give regular information about their attitudes or buying habits through
personal visits or mail questionnaires. Consumer panels with personal visits are
called home audit panels and panels which send data by post are called diary
panels. For example, a panel of households might keep a purchase diary of the
goods they have bought, and submit this diary regularly to the market research
company. Panels might be established for a long-term or short-term period.
(f) Trade audits or retail audits – trade audits are carried out among panels of
wholesalers and retailers, and the term ‘retail audits’ refers to panels of retailers
only. A research firm sends auditors to selected outlets at regular intervals to
count stock and deliveries, thus enabling an estimate of throughput to be made.
Changes in retail sales provide an early warning of problems the
manufacturer may soon have to expect in ex-factory sales.
They indicate long-term trends in the market place, thus providing
helpful information for strategic marketing planning.
In the shorter term, they may indicate the need for changes in
pricing policy, sales promotion or advertising, distribution policy, package
design or product design.
Task 2
Quarterly sales (in VND millions) of Binh Minh Company during the period 2003-2006
are reported for domestic and international markets as follows:
Year Quarter Domestic Export
Domestic trend
9.000
8.500
Millions VND
8.000
7.500
7.000
6.500
6.000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
As we can see, this is an upward trend. It means that the domestic sales increase
during period of time.
Based on the tables above, the trends of international markets will be shown as below.
70.000
60.000
50.000
Millions VND
40.000
30.000
20.000
10.000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
-10.000
This graph shows a falling trend. That means the international market sales decrease
over period of time.
From the data above, we will draw the two pie chart, one of which presents the average
proportions of domestic, the second one presents the average proportion of international
market over period of time.
37.600
32.810 32.900
66.400
242.100
23.000 119.900
37.000
1 2 3 4
1 2 3 4
3. Comparison of sales:
a. Same quarter in different years;
2a. Find the representative values and comment on the skewness of data distribution.
Based on these central measures, draw conclusions and write down a report on the
production of this company.