Please enable JavaScript.
Coggle requires JavaScript to display documents.
MARKET RESEARCH (SAMPLING METHODS (CLUSTER SAMPLING, STRATIFIED SAMPLING,…
MARKET RESEARCH
-
DIFFERENCE
QUANTITATIVE
• Collection of data involving numerical data or data that can be measured.
• Objective.
• Key research question – “how many?”.
• Researcher is separate.
QUALITATIVE
• Collection of data involving opinions, attitudes or beliefs.
• Subjective.
• Key research question – “why?”.
• Researcher is part of the process.
PURPOSE
• To identify customer needs and wants as well as aim to understand customers’ satisfaction levels and patterns in purchase behaviour.
• To assist a business in predicting what is likely to happen in future.
• Measure effectiveness of marketing strategy.
-
-