Module 6: Identifying target population and sample
Once it has been established that your decision problem justifies the creation of a market research plan, the next step is to determine the subject of the research as well as the target population and sample. This is an essential step in any market research process, whether it is qualitative or quantitative.
Learning Objectives
In module 6, students will learn how to:
- Recognize the significance of using a sample as opposed to a census for market research purposes.
- Understanding the concept of sample frames and their relevance in defining parameters for market research studies.
- Identify the importance of accurately identifying and defining the target population for drawing general conclusions.
- Explain probability sampling methods such as simple random sampling, stratified random sampling, cluster sampling, and systematic random sampling.
- Illustrate non-probability sampling techniques like convenience sampling, judgeRecognizing the limitations and challenges associated with various sampling techniques, such as bias, limited representation, and generalizabilityment sampling, and voluntary sampling.
- Recognize the limitations and challenges associated with various sampling techniques, such as bias, limited representation, and generalizability.
- Interpret the role of statisticians in selecting and validating samples, especially in complex sampling methodologies.
