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Summary Activity 4.4.6 Answers
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Activity 4.4.6 Answers for IBM Textbook with ISBN 4
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Activity 4.4.6 – PEPSICO1. Define what is meant by the term “sampling method”.
Sampling method can be defined as methods that are used to select a subset of
individuals in a group to estimate characteristics representing the whole group.
2. Explain why PepsiCo undertook secondary research before commissioning the
primary research report.
By undertaking secondary research prior to commissioning the primary research
report, PepsiCo can identify the nature of its market first, which could then assist
them with their primary research. In addition, the main purpose of conducting
primary research is to collect information and answers to questions that have yet to
be asked or answered before. This means the fact that PepsiCo conduct secondary
research beforehand, they can determine what information is not available yet to
them, but also save time and money from redundant primary research.
3. Analyze the benefits of the primary research methods used by PepsiCo.
The primary research method PepsiCo has tried to use is random sampling. One
advantage for PepsiCo for doing random sampling is that it offers equal chance of
selection for the respondents, meaning the obtained data could then be used to
represent the entire population. Because the process of collecting information are
done randomly with individuals of any age groups, the results obtained will be of a
larger frame and not be biased to a certain group of individuals.
Another benefit for using the random sampling method is its simplicity. Considering
the respondents are chosen randomly and not from a specific age group or
requirements, information can be obtained without needing a specific knowledge
about the data being collected. This is mainly because when using this sampling
method, prior research is not necessary,
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