Marketing Research: Chapter 8: Sampling. Data Collection and preparation.

Part A

Developing an appropriate sampling plan is one of the most overlooked steps in the market research process. Using the Sampling Design Process discussed in the prescribed book and Video Lesson develop an appropriate sampling plan for surveying customers who have recently had their car serviced at a local car dealership.

The four steps of sampling process are:

1. Define the target population (how do you define customers in this context?).
2. Determine the sampling frame.
3. Select a sampling procedure.
4. Determine sample size.

Discuss and debate the pros and cons of using the various sampling procedures.

Part B

The purpose of this task is to familiarise yourself with SPSS software. You need to open the following SPSS file with the data about Internet usage and answer the following questions:

1. From the limited information that you have, describe what each variable means and how many observations are in the data.
2. Describe how each variable was measured and what measurement scale was used (nominal, ordinal, interval, ratio).
3. Finally, are there any missing values and if so, how they were handled?