Identifying customer needs chap52

Question 1

What is simple random sampling?

Answer 1

• individuals are randomly selected

- equal chance of selection

Question 2

What is systematic sampling?

Answer 2

• every nth element from the list is selected

- if the list is ordered it could be bias

Question 3

What is stratified sampling?

Answer 3

• classifying the population into sub populations based on characteristics (e.g age)
• could be proportinated or disproporinated

Question 4

What is cluster sampling?

Answer 4

• only a cluster of participants that reperesent the population are identified
• it saves cost and time

Question 5

What is convenience sampling?

Answer 5

• involves using those people who come to hand most easily to be questioned (e.g house to house survey)

Question 6

What is quota sampling?

Answer 6

• where the population is split into sub groups

Question 7

What are some errors of market research sampling?

Answer 7

• someone may give an answer they think they should say
• respondents might not want to be honest
• respondents may be in a hurry

Question 8

Types of market segmentation…

Answer 8

• age
• geography
• gender
• social class
• residence
• religion/ethnic grouping

Question 9

Whats a disadvantage of market segmentation?

Answer 9

taking segmentation too far can exclude other customers, and may mean that potential sales are lost.

Question 10

Factors affecting buyer behaviour…

Answer 10

• income, standards of living and employment
• consumer confidence
• advertising and publicity
• supermarket layout
• trends