Marketing Research

5A– Descriptive design based on surveys: sampling and data collection tool
2022-2023
Fabienne Berger-Remy
 QUAL BIG DATA & AI DESCRIPTIVE CAUSAL
Objectives EXPLORE - EXPLORE – DESCRIBE - EXPLAIN -
WHY? HOW? WHAT? HOW MUCH / WHAT’S THE
Get an in-depth Retrieve HOW MANY? IMPACT?
understanding, behavioral and Quantify, Determine
find new and consumption describe, make causes
great ideas patterns clusters

Characteristics Often at the Evolutive, based Based on a set of Based on a set of

beginning on machine hypothesis hypothesis
Flexible, learning Structured Manipulation of
evolutive design variables

Tools, Document Self-learning Survey on Quantitative

methods retrieval algorithm secondary data surveys
Experts analysis running through such as panels Experiments
Interviews massive amount Quantitative
(individual and of data surveys, tracking
collective) Predictive Statistical or
Observation analysis mechanical
Ethnographic observations
surveys
 Descriptive research

Secondary Primary
data data

Web &
Surveys
social

Panels

3
 Descriptive survey based on
primary data
USES
• Usage & attitude survey
• Concept test
• Product test
• Brand tracking surveys
(awareness, brand image)
• Pre & Post tests
(advertising, packdesign)
• Customer satisfaction
survey
PROCEDURES
• Sampling and questionnaire
• Measures can be repeated
(tracking, before and after)
or one-shot
• Often backed up with a set
of hypothesis
• Contains many potential
biases… but put things in a
simple way
4
 Sampling process

Sample
selection

Results Sample
generalisation

Target population
 Define the Sample size

• Qualitative factors in determining the sample

size are:
– Time constraints
– Easy / difficult access to respondants
– Resource constraints
– Statistical precision required
Sample Sizes Used in Marketing

Type of Study Minimum Size Typical Range

Problem identification research 500 1,000-2,500

(e.g. market potential)
Problem-solving research 200 300-500
(e.g. pricing)

Product tests 200 300-500

Test marketing studies 200 300-500

TV, radio, or print advertising 150 200-300

(per commercial or ad tested)
EMPIRICAL / NON PROBABILITY PROBABILITY SAMPLING
SAMPLING TECHNIQUES TECHNIQUES

CONVENIENCE SAMPLING SIMPLE RANDOM SAMPLING

SNOWBALL SAMPLING

QUOTA SAMPLING
 Convenience Sampling

• Respondents are selected because they

happen to be in the right place at the right
time.
– use of students, and members of social
organizations
– mall intercept interviews without qualifying the
respondents
– department stores using charge account lists
– “people on the street” interviews
 Snowball Sampling

• An initial group of respondents is selected,

usually at random.
• After being interviewed, these respondents
are asked to identify others who belong to the
target population of interest.
• Subsequent respondents are selected based
on the referrals.
 Quota Sampling
• Two-stage restricted judgmental sampling.
Developing control categories, or quotas, of population elements.
Sample elements are selected based on convenience or judgment.
Population Sample
composition composition
Control
Characteristic % % n
Sex
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
 Simple Random Sampling
• Each element in the population has a known and equal
probability of selection.
• Each possible sample of a given size (n) has a known and
equal probability of being the sample actually selected.
• This implies that every element is selected independently of
every other element.

= 0.4
= 0.6

n balls

N balls
 Accuracy

• Confidence interval
– CI = margin of fluctuation of the results in the population
– The more narrow the CI is, the more precise is the survey.

• CI is linked with:
– Sample size (n)
– The bigger the sample size is, the more accurate the survey is
=> less risks when generalising the results
Sample size
Sample size from the CI

Accuracy of the confidence interval

 Data collection devices

Data collection
device

Telephone / On
line meeting Face-to-face Mail Internet
platform

In-home Mall
intercept E-mail website
 Criteria to choose the most
accurate data collection device
• Flexibility of data collection
• Diversity of questions
• Use of physical stimuli
• Sample control
• Response rate
• Perceived anonymity of the respondent
• Easyness to obtain sensitive information
• Speed / time