Jaydip Pravinkumar Unit 10 P4 M2
To: The Director of the Subway
From: Jaydip Pravinkumar
Subject: Golden Dream Research results
Date: 30th May 2017
Introduction
In this assignment I am going to be explaining how I conducted primary and secondary research for
my chosen product which is the Golden Dream drink, I will explain which specific methods I used and
how I made use of the sampling techniques.
Market research involves the collection of data to obtain insight and knowledge into the needs and
wants of customers and the structure and dynamics of a market. In nearly all cases, it would be very
costly and time-consuming to collect data from the entire population of a market. Accordingly, in
market research, extensive use is made of sampling from which, through careful design and analysis.
Sampling
Sample size
Sample design covers the method of selection, the sample structure and plans for analysing and
interpreting the results. Sample designs can vary from simple to complex and depend on the type of
information required and the way the sample is selected. Sample design affects the size of the
sample and the way in which analysis is carried out. In simple terms the more precision the market
researcher requires, the more complex will be the design and the larger the sample size.
Many sample designs are built around the concept of random selection. This permits justifiable
inference from the sample to the population, at quantified levels of precision. Random selection also
helps guard against sample bias in a way that selecting by judgement or convenience cannot.
Defining the Population
The first step in good sample design is to ensure that the specification of the target population is as
clear and complete as possible to ensure that all elements within the population are represented.
The target population is sampled using a sampling frame. Often the units in the population can be
identified by existing information; for example, pay-rolls, company lists, government registers etc. A
sampling frame could also be geographical; for example postcodes have become a well-used means
of selecting a sample.
Sample size
For any sample design deciding upon the appropriate sample size will depend on several key factors
1. No estimate taken from a sample is expected to be exact: any assumptions about overall
population based on the results of a sample will have an attached margin of error.
2. To lower the margin of error usually requires a larger sample size. The amount of variability
in the population (i.e. range of values or opinions) will also affect accuracy and therefore the
size of sample.
To: The Director of the Subway
From: Jaydip Pravinkumar
Subject: Golden Dream Research results
Date: 30th May 2017
Introduction
In this assignment I am going to be explaining how I conducted primary and secondary research for
my chosen product which is the Golden Dream drink, I will explain which specific methods I used and
how I made use of the sampling techniques.
Market research involves the collection of data to obtain insight and knowledge into the needs and
wants of customers and the structure and dynamics of a market. In nearly all cases, it would be very
costly and time-consuming to collect data from the entire population of a market. Accordingly, in
market research, extensive use is made of sampling from which, through careful design and analysis.
Sampling
Sample size
Sample design covers the method of selection, the sample structure and plans for analysing and
interpreting the results. Sample designs can vary from simple to complex and depend on the type of
information required and the way the sample is selected. Sample design affects the size of the
sample and the way in which analysis is carried out. In simple terms the more precision the market
researcher requires, the more complex will be the design and the larger the sample size.
Many sample designs are built around the concept of random selection. This permits justifiable
inference from the sample to the population, at quantified levels of precision. Random selection also
helps guard against sample bias in a way that selecting by judgement or convenience cannot.
Defining the Population
The first step in good sample design is to ensure that the specification of the target population is as
clear and complete as possible to ensure that all elements within the population are represented.
The target population is sampled using a sampling frame. Often the units in the population can be
identified by existing information; for example, pay-rolls, company lists, government registers etc. A
sampling frame could also be geographical; for example postcodes have become a well-used means
of selecting a sample.
Sample size
For any sample design deciding upon the appropriate sample size will depend on several key factors
1. No estimate taken from a sample is expected to be exact: any assumptions about overall
population based on the results of a sample will have an attached margin of error.
2. To lower the margin of error usually requires a larger sample size. The amount of variability
in the population (i.e. range of values or opinions) will also affect accuracy and therefore the
size of sample.
