Introduction
Marketing research area covers different scientific methods and approaches, accurate data related to the marketing position and various marketing strategies helpful in decision making processes. One of the vital parts referring to statistical population is considered to be sampling. Sampling method is very helpful for the development of the necessary statistical data of the particular marketing sphere.
The basic characteristic of the sampling is regarded to be a group of people chosen from the whole population and used as a background for gathering statistical information. Sampling in marketing research conduction plays a decisive role because it helps to answer the basic areas concerning the target market, competitors and product perception. The information provided at the seminars showed that the technique of a perfect sampling should be selected considering the requirements of the research study and taking into account the company benefits.
Sampling classification
Sampling classification is merely based on different aspects of the research positions and population observations. As it was shown at the seminars the standard samples can be subdivided into the following subclasses:
- Simple random sample;
- Stratified sample;
- Systematic random sample;
- Cluster sampling.
The classification of the samples underlines the fact that each type is characterized by particular features differing all of them. The thorough study at the seminars gave an opportunity to learn the differences between these subtypes.
Thus, the first type of samples is simple random sample; it is usually attained by means of basic units selection; in this sample every statistical unit has chances to be selected. This sample type is considered to be completely free from any biased sampling. This type is very convenient and frequently used by the researchers in the process of market strategies development.
The second type is systematic random samples. This type is characterized by one unit selection on the chance basis and taking more basic units until it can meet its desired number. To understand this sampling in a more deep way one should stress that systematic random sampling may be helpful for evaluation of the data random selection in the process of the marketing research conduction. This type is used by the researchers in case they need to look forward to data identification in an uncertain population.
Stratified sample is considered to be reached by means of segmented simple random selection fulfilled separately from each level population. Considering this sample type the population is researched and divided from the point of view of their status, age, gender, education and demographic factors. Researchers consider that this type is more visible as it covers large population together with driving forces accounts needed for the strategies and saving time and researchers’ efforts.
The next type is considered to be cluster sample; it is attained by means of clusters selection from the population and is dependant on the simple random sampling. Cluster samples cover the specific area including the respondents.
Thus, the analysis of the sample types provided at the seminars highlighted the fact that researchers stick to the method of sampling which is considered to be the most appropriate and suitable for their area of study and marketing research peculiarities. It should be stressed that each type has conveniences allowing the specialists to conduct a perfect marketing research. The sampling gives an opportunity to complete the study aim and create a profound and excellent marketing analysis.
The benefits of the material
The material studied at the seminars appeared to be useful for my future career and professional activities. Marketing research plays a significant role in the sphere of economy and trade. The material presented gave an opportunity to determine the difference between non-probability and probability sampling which is very important in the research conduction. Probability sampling as it was described earlier is considered to be the selecting process among all the respondents and individuals involved having a true chance to be selected. This sampling method uses randomized selection form. The main aspect of the method is regarded to be equal chances for all the respondents to be selected. Advantages of this sampling can be observed through the sampling errors determination; it means the identification of the degree in which samples can differ from the population.
At the seminars we have managed to know that the non-probability methods of sampling are not so popular in the sphere of marketing research conduction. They are considered to be unsatisfactory. Non-probability samples are usually uncertain in the population representation and provide some difficulties in the research process state determination. Conclusions provided by the non-probability samples require empirical study concentrating on the researcher’s knowledge and considering marketing research topic. Nevertheless non-probability sampling procedures conduction is less costly and requires not so many means as the probability one. Despite this fact the researchers are to use that method of sampling which is suitable and more beneficial for their area of study and taking into account their respondents and target market.
Thus, marketing research can be characterized from different angles and points of view. This process is very complicated and systematic covering thorough investigations and objectives study. We managed to learn that the marketing research conduction should be properly organized taking into account all the internal and external factors, terms, strategic plans and operating concepts. It is very important that the seminars were devoted to the sphere of marketing research because the knowledge of this area can be an integral part of professional career and skills development.
Conclusion
The seminars allowed to learn one more aspect of the marketing research conduction, that is sampling. Different types of sampling give an opportunity to be involved into the characteristics and considerations of the whole population. They allow to complete a successful marketing research regarding all the sides product and market evaluation, study objectives and population needs. The study of the population characteristics is usually fulfilled through a specific segment observing taking into account the strategy development. The seminars provided appeared to be very useful for many professional areas. It is important to stress that I liked the way the seminars have been conducted because they allowed me to master the materials and understand the main peculiarities of the seminars topics. The marketing research conduction can be successfully fulfilled in my future career without any difficulties due to the materials provided at the seminars.
References
Frambach, R.T. and Schillewaert, N. 2002 ‘Organizational Innovation Adoption: A Multi-Level Framework of Determinants and Opportunities for Future Research’s, Journal of Business Research 55(2): 163–76.
Gronhaug, K. 2002. ‘Is Marketing Knowledge Useful?’ European Journal of Marketing, 36: 364–72.
Hubbard, R. & R.M. Lindsay. 2000. ‘How the Emphasis on “Original” Empirical Marketing Research Impedes Knowledge Development’, Marketing Theory 2: 381–402.