Population
When considering any market sector we need to ask “Who is involved in this marketplace?” Who are the players? Who should be the centre of the investigation and where are those subjects? This area considers the target audience, customer or player; the users or non-users. Who will become the respondent or informant? Should we contact all players or just some of them? Should we carry out a census or a sample: should respondents be selected by probability or non-probability methods? An important concept for primary research is sampling. We choose to interview or observe people who we think will give us the information that will solve our problems. So in choosing our research method, we need to consider whom we select and how we select. This applies to qualitative research, with only a few people, and quantitative research with many people. Much emphasis in marketing research is on the end user, but “experts” can bridge the gap between primary and secondary data. An expert may be someone who has been in the business for many years. This part of the MR Mix involves identifying relevant sampling frames.
Read more about this topic: Marketing Research Mix
Famous quotes containing the word population:
“How much atonement is enough? The bombing must be allowed as at least part-payment: those of our young people who are concerned about the moral problem posed by the Allied air offensive should at least consider the moral problem that would have been posed if the German civilian population had not suffered at all.”
—Clive James (b. 1939)
“O for a man who is a man, and, as my neighbor says, has a bone in his back which you cannot pass your hand through! Our statistics are at fault: the population has been returned too large. How many men are there to a square thousand miles in this country? Hardly one.”
—Henry David Thoreau (1817–1862)
“The paid wealth which hundreds in the community acquire in trade, or by the incessant expansions of our population and arts, enchants the eyes of all the rest; the luck of one is the hope of thousands, and the bribe acts like the neighborhood of a gold mine to impoverish the farm, the school, the church, the house, and the very body and feature of man.”
—Ralph Waldo Emerson (1803–1882)