THE BMZ ACADEMY
THE BMZ ACADEMY
053 8213
BMZ ACADEMY 061 262 1185/068 053 8213Page 1 of 16
, THE BMZ ACADEMY
Table of Contents
QUESTION 1 ............................................................................................................. 3
QUESTION 2 ............................................................................................................. 7
QUESTION 3 ........................................................................................................... 12
References ............................................................................................................... 14
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 16
, THE BMZ ACADEMY
QUESTION 1
Suppose Shoniflex wants to conduct marketing research to understand
customer preferences and identify opportunities for expansion.
a) Practically discuss how Shoniflex can apply the various non-probability
sampling methods (8 marks, 2 marks for each method).
Convenience Sampling
Shoniflex can use convenience sampling by selecting participants who are readily
accessible and willing to participate in their research (Kotler & Keller, 2016). For
example, since the company originated in local markets and community spaces,
Shoniflex could continue to set up stalls at wellness fairs, organic food markets, or
beauty expos. At these events, they can survey walk-in customers about their skincare
preferences, current routines, and what attracts them to natural products. Additionally,
Shoniflex could distribute surveys via their social media platforms and website to
existing followers. This allows them to gather quick feedback from consumers who
already engage with their products online. Although this method risks bias due to
limited representativeness, it is cost-effective and practical for a small but growing
brand with limited research resources.
Judgment (Purposive) Sampling
In judgment sampling, participants are chosen deliberately because they are most
likely to provide useful information (Paul, 2020). Shoniflex could apply this method by
targeting specific groups such as consumers with chronic skin issues like acne,
eczema, or pigmentation, as these are conditions the brand’s organic skincare
products aim to address. They could also engage beauty professionals such as
dermatologists, estheticians, or skincare bloggers who are familiar with natural
remedies. Given that Shoni, the founder, developed the products after personal
struggles with pimples, her expertise positions her well to identify the most relevant
participants. Insights from these purposively selected individuals would help the brand
refine product formulations, validate benefits, and enhance credibility in the market.
Quota Sampling
BMZ ACADEMY 061 262 1185/068 053 8213Page 3 of 16
THE BMZ ACADEMY
053 8213
BMZ ACADEMY 061 262 1185/068 053 8213Page 1 of 16
, THE BMZ ACADEMY
Table of Contents
QUESTION 1 ............................................................................................................. 3
QUESTION 2 ............................................................................................................. 7
QUESTION 3 ........................................................................................................... 12
References ............................................................................................................... 14
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 16
, THE BMZ ACADEMY
QUESTION 1
Suppose Shoniflex wants to conduct marketing research to understand
customer preferences and identify opportunities for expansion.
a) Practically discuss how Shoniflex can apply the various non-probability
sampling methods (8 marks, 2 marks for each method).
Convenience Sampling
Shoniflex can use convenience sampling by selecting participants who are readily
accessible and willing to participate in their research (Kotler & Keller, 2016). For
example, since the company originated in local markets and community spaces,
Shoniflex could continue to set up stalls at wellness fairs, organic food markets, or
beauty expos. At these events, they can survey walk-in customers about their skincare
preferences, current routines, and what attracts them to natural products. Additionally,
Shoniflex could distribute surveys via their social media platforms and website to
existing followers. This allows them to gather quick feedback from consumers who
already engage with their products online. Although this method risks bias due to
limited representativeness, it is cost-effective and practical for a small but growing
brand with limited research resources.
Judgment (Purposive) Sampling
In judgment sampling, participants are chosen deliberately because they are most
likely to provide useful information (Paul, 2020). Shoniflex could apply this method by
targeting specific groups such as consumers with chronic skin issues like acne,
eczema, or pigmentation, as these are conditions the brand’s organic skincare
products aim to address. They could also engage beauty professionals such as
dermatologists, estheticians, or skincare bloggers who are familiar with natural
remedies. Given that Shoni, the founder, developed the products after personal
struggles with pimples, her expertise positions her well to identify the most relevant
participants. Insights from these purposively selected individuals would help the brand
refine product formulations, validate benefits, and enhance credibility in the market.
Quota Sampling
BMZ ACADEMY 061 262 1185/068 053 8213Page 3 of 16
