Marketing Research

Methods of Collecting Primary Data

• Sampling: choosing subjects who are representative of the population
under study, using either nonprobability or probability sampling as the
selection process
• Probability sampling: every element in the population has a known chance
of being selected
• Examples of probability sampling: random or stratified
• Random sampling: every element in the population has an equal chance of
being selected
• Stratified sampling: a. the population is divided, or “stratified,” into groups
with a common relevant attribute (ie. gender, age); b. then a random
sample is chosen within each group
• While probability sampling allows you to calculate sampling error, most
marketers do not use it, and rely on nonprobability sampling instead (easier,
faster, less expensive)
• Nonprobability sampling: more subjective, lacking a way to calculate the
likelihood that a specific element of the population will be chosen
• Examples of nonprobability sampling: quota or convenience
• Quota sampling: a. divide the population into groups, then b. arbitrarily
choose subjects from each group (a non-scientific version of stratified
sampling)
• Convenience sampling: choose from the most convenient (accessible)
population
Examples:
• I want to open a women’s fashion footwear store in Sault Ste. Marie, MI,
with my primary target market LSSU female students
Stratified sampling: Get a print-out of all students attending LSSU. Divide
the LSSU student population into males and females. From the female
group, divide the female students into age categories (ie. freshmen,
sophomores, juniors, seniors), assuming you believe that they have a
common attribute (ie. budget) and that budget varies with age category.
Random sample from each of the age groups of female students.
(probability sampling)
Quota sampling: Get a print-out of all students attending LSSU. Divide the
LSSU student population into males and females. Divide the females into
 the same 4 age groups. Arbitrarily pick students from each of the groups
(likely those you know or whom you assume would be willing to help.)
(Nonprobability sampling)

Convenience sampling: I select female students who are in each of my

classes and consider them my sample. (Nonprobability sampling)

• Surveys: mail, phone, on-line, personal interview (in-home, focus group,

mall intercept, etc.)

• Observation: helpful to observe their shopping process, but this technique

does not reveal why your subjects do what they do

• Experimentation: attempt to hold all variables constant, except the one

you want to test (or vary)