Marketing Research

Full Answer Section

1. Sampling Method: Choose a probability or non-probability sampling method.

   • Probability Sampling: Ensures each member has a known chance of being selected, leading to generalizable results (e.g., random sampling, stratified sampling).

   • Non-Probability Sampling: Selection is not random, making results less generalizable but potentially quicker or cheaper (e.g., convenience sampling, snowball sampling).

2. Data Collection: Collect data from the chosen sample.

Reliability and Sampling Method:

• Probability Sampling: Provides a more reliable representation of the target population, allowing researchers to generalize findings with more confidence.

• Non-Probability Sampling: Results might not be generalizable to the entire population, limiting the reliability of conclusions.

Hypermarket Promotion Fails: An ROI Perspective

Here are some key promotion failures in hypermarkets from an ROI (Return on Investment) standpoint:

• Poorly Targeted Promotions: Discounts on products irrelevant to a store's core customer base or with low profit margins.
• Lack of Clear Goals: Promotions without defined objectives for sales increase, customer acquisition, or brand awareness make it difficult to measure ROI.
• Short-Term Focus: Overreliance on immediate discounts without building long-term customer loyalty or brand relationships.
• Cannibalization of Sales: Discounts that simply lead to customers buying the same product at a lower price, not increasing overall sales.
• Excessive Complexity: Promotions with overly complex rules or mechanics that confuse customers and reduce participation.
• Poor Measurement and Tracking: Failure to properly track promotion effectiveness through data analysis, hindering future optimization.

Sample Answer

Developing a Sampling Plan and Reliability

Key Steps in Developing a Sampling Plan:

1. Define the Target Population: Identify the entire group you want to study (e.g., all hypermarket shoppers).

2. Determine Sample Size: Calculate the minimum sample size needed to achieve desired levels of confidence and precision.

3. Sampling Frame: Create a list or method for identifying all members of the target population.