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4.4 MARKET RESEARCH (Sources of Secondary data (Trade organisations, Local…
4.4 MARKET RESEARCH
Market research is a process of collecting, recording and analysing data about customers, competitors and the market
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Type of sampling
Cluster sampling: Using one or a number of specific groups to draw samples from and not selecting from the whole population
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Stratified sampling: Draws a sample from a specified sub-group or segment of the population and uses random sampling to select an appropriate number from each stratum
Snowball sampling: Using existing members of a sample study group to recruit further participants through their acquaintances
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Convenience sampling: Drawing representative selection of people because of the ease of their volunteering or selecting people because of their availability or easy access
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