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:
“I think that cars today are almost the exact equivalent of the great Gothic cathedrals: I mean the supreme creation of an era, conceived with passion by unknown artists, and consumed in image if not in usage by a whole population which appropriates them as a purely magical object.”
—Roland Barthes (1915–1980)
“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)
“America is like one of those old-fashioned six-cylinder truck engines that can be missing two sparkplugs and have a broken flywheel and have a crankshaft that’s 5000 millimeters off fitting properly, and two bad ball-bearings, and still runs. We’re in that kind of situation. We can have substantial parts of the population committing suicide, and still run and look fairly good.”
—Thomas McGuane (b. 1939)