Management and Organizational Studies 1021A/B Chapter Notes - Chapter 19: Nonprobability Sampling, Baby Food, Focus Group

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Bob Larose

Document Summary

Sampling= process of gathering data from a subset of the total population rather than from all members of that particular group. Sampling errors can occur reliability of data is sometimes an issue. Often used when time and budgets are limited, or for exploratory research purposes when conclusions are mostly directional and may require further research. Qualitative research= a form of research that uses approaches such as focus groups, in-depth interviews, online communities, online bulletin boards, and social listening to provide insightful and directional info. Although data is not gleaned from a large consumer base, provides useful direction to the research study and may in fact answer questions at hand. Allows marketers to avoid costly quantitative research studies, or provide direction for more detailed quantitative study. If researchers decide to conduct exploratory research, they have two avenues from which to gather data: