Marketing Research

12. SAMPLING

BASIC ISSUES SAMPLING:

1.- Sample size

2.- Sampling Method

3.- Extrapolation of sample’s results to the Universe.

The Normal Curve:

-Simetric

-The highest

formulas:

P=p+-CLpq

pq= raiz(pq/n)

Presentaciones:

Centrum

Is a mark of vitamins produced by a pharmaceutical company Wyeth.

More than 10 marks.

Contribution of 4 main marks.

More 65% of the sales.

Centrum for women is the new product. (Centrum Ultra for Women)

Market Share: The sector that we will run was in 2010 to 62.3 million in today are in 30.2% of the population.

The total percentage of the Mexican population of women between the age ranges above we can say consuming centrum is 0.0025%, this information was provided by nutritionists who prescribe it.

Trends: Giving them vitamins as it weigh, lifestyle, age requires.

Types of Centrum=

Centrum Junior

Centrum Women

Centrum Silver (50+)

Centrum Adults

Centrum Silver Adults

Competition: Pharmaton, Biometrix, Vivioptal.

The Market Research is an important tool, to achieve the permanence of our company over time.

Some problems that they can solve are:

The publicity of the product

The price

The distribution

Melox

Provides quick relief.

Present in Mexico for 85 years.

13. Fieldwork

Dishonesty is common, sometimes the people don’t do well their work, you have to be careful.

Recruiting: (Looking for the people) Define the people to accomplish the objectives (age, gender, education, abilities experience).

Selection: Choose the best interviewers. How many candidates do we need? For example: What you do is interviews, but in these step, you select the 10 you need. Few questions or more sophisticated, it depends.

Training: Teaching the interviewers how to do their work. How to approach in a nice way.

Supervision: Between 15% and 20% of the interviewers that we did. That’s why we need the mail, phone or name. (This is the identification part of the questionnaire). Before the interviewer, during or after.

14. Data Analysis

Editing: Reviewing all the questionnaires. If there are answers not complete… make sure all the questionnaires are alright.

Coding: We don’t need extra codes, we will have to code whatever is missing. Giving codes to the possible answers.

Tabulation: How the information is going to be organised. Counting is involved in the tabulation, we first count, then we tabulate= organise.

Univariate Techniques

Simple:

Potential clients.

Main purpose= sell more.

1 variable + age only

Cross tabulation: 2 variables

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