MKT0019 SAMPLING INSTRUCTIONS ASSIGNMENT 2

= 5%

Your group, now known as a leading Market Research Firm; has been hired by an
Entrepreneur, or the decision maker in your previously researched company, who is seeking
reliable and valid findings.

If you need to review Sampling Theories – watch this https://www.youtube.com/watch?v=JrZ4MxIf_gg

Note: If you wish to research another city in Canada, you will need to refer to their official
city website. For example: City of Toronto ¡Error! Referencia de hipervínculo no válida.then search
‘statistics"

1. Name of team members who participated in this activity: _______

- Flavia Anoeta
- Arshdeep Singh
- Luis Novoa
- Ana Paula Tamariz
2. Our group is doing the following for the project: Select the one that applies
Future of Canadian Malls

3. Describe in detail who you believe the client’s target market is. This will now be
know as your Sampling Frame (as a market researcher). Refer to chapter 6 along
with detailed descriptions of the types of behaviours we have been talking about
in this course.
● Be specific: Use the 6 behaviour traits covered in this course.
● Use the https://prizm.environicsanalytics.com/ website and filter by income,
lifestyle…. to help create your Target Market behaviours

Example:
▪ Female, 30-35, with a post-secondary degree in Social Justice.
▪ While not working full-time in her entry level Not-For-profit position
earning $55K, she works 30 hours a month part time (minimum wage) to
pay for her weekly rock climbing activities and her next adventure -
which is Italy (after the Pandemic).
▪ She listens to RAP, watched Netflix and Prime, and looks for grocery
sales, all while relaxing with her new puppy in her rented 1 bedroom
apartment.
▪ She is very liberal and is eager for the next Country election.
▪ She has recently purchased a new bicycle after spending weeks online
conducting her research. When traveling to visit her parents in Montreal,
Quebec she enjoys taking VIA rail.

● If this is your business, refer to past statistical data to describe.

Our client’s target market Persona is:

After doing our secondary research and looking at the different types of people living
in Canada, we have found the best type of persona that fits for our future survey. All
the members of our team believe that the “South Asian Enterprise” group will be the
best option for addressing the survey to better understand the future of Canadian
malls.

- Young female mother between 30-35.

- Her average household income is192.000 CAD per year.
- She lives in established suburban neighborhoods in Montreal and Toronto.
She lives in opulent comfort in relatively recent single-detached homes.
- She has post-graduate studies and knows both French and English.
- She leads active suburban lives that include participating in events, parties,
and dressing in club-ready attire for evenings spent at comedic performances
and music concerts.
- She is worried about fashion and an enthusiastic shopper who enjoys
European wine, cutting-edge technology, big-box retailers and upscale grocery
stores.
- She loves to eat at food courts and shop at Zara.
Persona goes here:
4. Using the data in the excel spreadsheet titled Ottawa Statistics included in this
Activity2 on Brightspace:

A. Locate and describe the statistics of how many people in your described
client’s target market (in question 2.)

i. Live in Ottawa
Begin with your target market age group. It should not be 18-65. Target markets
should be 5 year age span. Find this age span like this example:

ii. What ward in Ottawa has the highest population of your target
market. Here is a Ottawa ward map that helps you identify where they
are located
https://ottawa.ca/en/city-hall/public-engagement/projects/ottawa-ward-
boundary-review-2020

From your age group selected (ie, 40-44 years, look across the wards for the
highest number. Then identify which ward it is.

From this example, Barrhaven, ward 3 has the highest population of 40-44
year olds in Ottawa.
 iii. Discuss 3 more statistics that you learnt about your target market
from the excel spreadsheet.
Continue looking into the selected Ward (from above) and locate 3 more
interesting facts/statistics about this age group that live in Ward 2.

For example: in the total labour force population the occupation that has the highest
number of 40-44 year olds in that ward is Sales and Service Occupations. Then you
can look at the Males versus the Females. 3575 Males in this ward work in the
Natural and Applied Sciences field.

Note: If you wish to research another city in Canada, you will need to refer to their official
city website. For example: City of Toronto ¡Error! Referencia de hipervínculo no
válida.then search ‘statistics"

Locate and describe the statistics of how many people in your described client’s target
market (in question 2.)

General population

Females in private households

What ward in Ottawa has the highest population of your target market. Here is a
Ottawa ward map that helps you identify where they are

General population

Somerset

Barrhaven

Gloucester-South Nepean

Females in private households

Somerset
Barrhaven

Gloucester-South Nepean

Discuss 3 more statistics that you learnt about your target market from the excel
spreadsheet.

1. In the total population of females aged 30-34 with any married status, we can see that
Barrhaven and Gloucester-South Nepean have the highest percentages of married or
living common-law women (14380 and 13220 respectively), while Somerset has one
of the highest percentages of not married and not living common law, and never-
married women (10550 and 7685 respectively).

2. With populations of 3,120 and 2,970, respectively, Barrhaven and Gloucester-South

Nepean top the statistics for a household total income of 150 000 - 199 999 in private
households in 2015. Somerset, on the other hand, had one of the lowest populations
in this graph, with only 1,225.
At this point, we have been able to observe that there is a higher population with an
annual income of 150,000 to 199,999 in areas with a higher population of married or
cohabiting women, such as Barrhaven and Gloucester-South Nepean, while areas
with a higher population of single women or in no relationship, such as Somerset,
record lower incomes.

3. As was to be expected, Somerset took the top spot in the Private Houses category
with 7,280, after Barrhaven and Gloucester-South with total populations of only 2,920
 and 2,575 each. This may be due to the fact that Barrhaven and Gloucester-South
had the highest percentages of women living with a partner or married, whilst
Somerset had a considerably greater population of single women or those not in a
relationship.

5. By reading this City of Ottawa Growth report:

https://documents.ottawa.ca/sites/documents/files/growth_projections_2014to36_en.pdf

A. Is your client’s target market growing or declining in

Ottawa? WHY?
As we can see in the document, our target market slightly
increases. We can see how women in the age range between
30-35 years, specifically we see how the range of 20-34 and
35-49 increases. Some of the factors by which this could be
affirmed and that it is related to our target market is that the
number of employability is expected to increase, this could be
understood as more opportunities for women, especially
bilinguals in Canada.
Another factor by which our target market could grow is due
to migrations, many women come to Ottawa for their
educational institutions, seeking to obtain a residence and in
turn stay in Canada, whether staying in Ottawa or in another
province, this benefits the economy and that there are more
students with certificates/diplomas/graduates, looking for a
better job, so they earn a better salary.

B. Identify 3 facts that your group found interesting and

explain why.

a) The Demand for and Supply

of Urban Residential Land to 2036 The city of Ottawa is
expecting a rise in the number of households in the
residential areas. These zones are normally surrounded by
big malls and shopping centers. This is a good prediction for
us and the future of malls.
b) Immigrants greatly benefit the
economy and population of Canada since many come and
seek to stay, and without them the population of Ottawa and
Canada would probably be much lower. Despite the fact that
the peak of migrations to Ottawa was in 1993, we can see
how later, although it is lower, it remains constant over the
years. This is one of the data that seemed most interesting to
us since all of us in the group are international students and
our goal is to be able to stay and have our future in Canada,
maybe just to work here and travel, or have a family, and it is
good to know that this also benefits everyone.
c) Fertility in Ottawa is not that
high, it is historically one of the lowest nationally and
provincially. it is expected that by 2026 it will increase by 1.5,
however it will remain around this new increase and it is not
expected to increase much more. This seemed interesting to
us because you can see how in recent years, many women
decide not to have children or not form large families as it
was before.

6. What is the ‘Sampling Technique’ your group will use for the major project?
Why?
(Refer to the slide image below and Chapter 6 PowerPoint).
- Sample Types – Probability / Nonprobability
- Sample Techniques – Simple Random, Systemic Random … (there are 8 sample techniques)
The group has decided to use a Systematic Sampling for our survey.

Systematic sampling is the more common cousin of true random sampling. It allows for a
methodical approach to retain the benefit of removing bias that comes from random sampling.
Systematic sampling is based on the size of the population to be surveyed. The actual
number of that population is then sampled according to the radio needed for representative
sample size. Because this sampling method does not require such a large pool of ready
participants (50 people answering the survey), it is easier to achieve the required sample
size.
For example, if our type of persona lives concentrated in 3 main areas in Ottawa city, and the
requested representative sample is 50 people, systematic sampling would start with a
random spot on the list and then select every 100 households until we get the desired amount
of surveys.

7. Explain how your Sampling Plan for your project will be both valid and
reliable?

Before research
Our group has determined that a systematic sample will allow us to study a specific group of
candidates, in this case the female population aged 30-35 in the 3 most populated zones in
Ottawa which are Barrhaven, Gloucester-South Nepean, and Somerset.

After research:
After the execution of the surveys and the grouping by a group of these data, we will discard
the surveys carried out by users that exceed or do not fall within the necessary range, and
analyze and study the ones which are inside the range, in order to 3 the appropriate date for
this case.

8. Explain how you will handle the following possible errors when you conduct your
primary research?

The following possible errors can be handled by taking some of the precautions:

1) Sampling Error: This error can be avoided by selecting the correct sampling frame i.e.,
by selecting the correct persona where we want to do our research.

2) Non Coverage Error: This error can be avoided by not missing a region or
 characteristic.

3) Non Sampling Error: This error can be handled by accurately defining your population
and sample frame. Non Sampling error occurs when a researcher misses six behavior
traits i.e., Motivation, Personality, Intention, Awareness and Knowledge, Demographics
and Attitude. If any of the behavior traits are missing, results obtained would not be
accurate.

4) Non Response Error: This error occurs when few of applicants whom we sent our
survey or questionnaire did not fill the whole responses and left the survey blank. To
avoid this error, we have to make sure that applicants fill out the survey or
questionnaire to get accurate results.

5) Office Error: This error can be handled by designing proper survey design, ensuring
correct grammar and spellings and effective execution of research.

References:

Deloitte. (2020). (rep.). The future of the mall (pp. 1–20). Canada: Deloitte.

City of Ottawa. (2016). (publication). Growth Projections for Ottawa: Prospects for Population,
Housing, Employment and Land, 2014-2036. Ottawa.

Prizm Postal Code Lookup Demo: Environics Analytics. Default. (n.d.). Retrieved July 6,
2022, from https://prizm.environicsanalytics.com/

City of Ottawa. (2022, July 5). Ottawa Ward Boundary Review 2020. City of Ottawa.
Retrieved July 6, 2022, from https://ottawa.ca/en/city-hall/public-engagement/projects/ottawa-
ward-boundary-review-2020

Educational hub. (2021). What is sampling in research l Sampling Methods | Types and
Techniques Explained. YouTube. YouTube. Retrieved July 6, 2022, from
https://www.youtube.com/watch?v=JrZ4MxIf_gg.