Course name Marketing Research and Desing

Program BBA-8

Semester 8Th

Assignment No 03

Date 27 Jun 2020

Instructor Prof. Sohail Ashraf

Student Names : Reg. No:

USAMA SAJJAD S2F16BBAM0015
Abubakar Fayyaz S2F16BBAM0013
Bilal Hussain S2F16BBAM0001
Muhammad Umais S2F16BBAM0018
A market researcher is proposing a survey for the Big Tree Country Club, a private
country club that is contemplating several changes in its layout to make the golf course
more championship caliber. The researcher is considering three different sample designs as
a way to draw a representative sample of the club’s golfers. The three alternative designs
(a, b, c) are described below. Assess the representativeness and other issues (pros and cons)
associated with each of these alternative designs. Which sample design method do you
recommend using and why?

PART (a)
Station an interviewer at the first-hole tee on one day chosen at random, with instructions
to ask every 10thgolfer to fill out a self-administered questionnaire.

Answer:
● Placing them at the first-hole leaves out many of the golfers that are there are don’t go
that hole. For those who play and often go to the last rounds, they may be the biggest
contributors to the club and would be left out. Choosing every 10 golfers would
unnecessarily ween out the people.
● I would recommend using a personal interview approach, getting the chance to go out
there for a week or two and randomly sampling people and areas of the club, asking them
their opinions and randomly sampling people and areas of their club asking them their
opinions.

Personal Interview Method

A personal or face to face interview is one that employs a standard structured questionnaire (or
interview schedule) to ensure that all respondents are asked the same set of questions in the same
sequences.

It is a two-way conversation initiated by an interviewer to obtain information from a respondent.

The questions, the wording, and their sequence define the structure of the interview, and the
interview is conducted face-to-face.

Studies that obtain data by interviewing people are called surveys. If the people interviewed are a
representative sample of a larger population, such studies are called sample surveys.

Thus, a sample survey is defined as a method of gathering primary data based on communication
with a representative sample of individuals.

The number of questions and the exact wording of each question incorporated in a questionnaire
is identical to all respondents and is specified in advance. The interviewer merely reads each
question to the respondent and usually restrains from providing explanations of the questions if
the respondent asks for clarification.
Advantages of Personal Interviews
⮚ Flexibility
Flexibility is the major advantage of the interview study. Interviewers can probe for more
specific answers and can repeat and clarify a question when the response indicates that the
respondents misunderstood the question.

⮚ Response rate
The personal interview tends to have a higher response rate than the mail questionnaire.

Illiterate persons can still answer questions in an interview, and others who are unwilling to
spend their time and energy to reply to an impersonal mail questionnaire may be glad to talk.

⮚ Nonverbal behavior
The interviewer is personally present to observe nonverbal behavior and to assess the validity of
the respondent’s answer directly.

⮚ Control over the interview environment

An interviewer can standardize the interview by making certain that the interview was conducted
in privacy, that there was none to influence the respondent, nor there was anyone to dictate.

He can prescreen to ensure that the correct respondent is replying, and he can set up and control
the interviewing condition.

This is in contrast to a mailed study, where the questionnaire may be completed by people other
than the respondent himself/herself under drastically different conditions.

The respondent is thus unable to ‘cheat’ by receiving prompting or answers from others.

⮚ Spontaneity
The interviewer can record spontaneous answers. The respondent does not have the chance to
retract his or her first answer and write another, while this is possible in the mail questionnaire.

Spontaneous answers are generally more reliable and informative and less normative than
answers about which the respondent has had time to think.

⮚ Completeness
In a personal interview, the interviewer can ensure that all of the questions have been answered.

This reduces the chances for item non response, which refers to the collection of incomplete or
missing data for one or more (but not all) characteristics of the individuals.
 ⮚ Scope to deal with greater complexity of the questionnaire
A more complex questionnaire can be used in an interview study. A skilled, experienced, and
well-trained interviewer can fill-in with a questionnaire that is so full of skips, arrows, and
detailed instructions that even a well- educated respondent would feel hopelessly lost in a mail
questionnaire.

⮚ Recording of time to conduct an interview.

The interviewer can record the time required to complete the interview. This record can be of
great help in subsequent surveys to prepare a budget, particularly in the determination of the
optimum size of the sample in terms of cost.

i. Economic Responsibilities
ii. As previously mentioned, economic
performance is a
iii. fundamental organizational responsibility. The
forest prod-
iv. ucts industry is no different in this regard and
the call for
v. steady and sustainable increases in company
value and prof-
vi. itability to provide for shareholder economic
interests is
vii. imperative. Beyond individual investors and
owners, the
viii. industry provides significant economic benefit
by producing
 ix. taxable income and providing employment. In
recent years,
x. the forest products industry has not adequately
met investor
xi. expectations of financial returns. The industry
suffered from
xii. poor profitability in the 1990s and the same
trend has contin-
xiii. ued in this decade. According to
PriceWaterhouseCoopers,
xiv. the return on capital employed in the forest
products indus-
xv. try reached only 5.4 percent in 2004, whereas
investors
xvi. expect 10 to 12 percent (PWC 2005). The forest
products
xvii. industry must focus on economic profitability of
operations
xviii. to ensure expected returns.
xix. The economic responsibilities of the forest
products
xx. industry also include their macro economic
impact. For
 xxi. example, in Scandinavia, the industry has a
considerable
xxii. impact on the regional economy. Similarly, in
the U.S. Pacific
xxiii. Northwest, the forest sector has a significant role
in employ-
xxiv. ment and the regional economy. In this context,
the develop-
xxv. ment and impact of outsourcing trends is a
substantial con-
xxvi. cern and industry needs to find an amicable
balance between
xxvii. outsourcing benefits and regional economic
considerations.