The sampling design process – Project topics materials

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Define the target population

To be able to complete a survey through a quantitative approach it is necessary to define the population to focus on. The target population can be defined as “The collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made” (Malhotra, 2004, p. 315). This is about which people will be included in the research as sufficient respondents in order to answer research questions. In this thesis the target population consist of people above 18 years old who go to A6 Center to shop. Both local and commuting customers are included. The choice to use the customers of A6 Center in particular was mainly because of convenience, since it is a shopping destination close to the authors home and study location. However, people Figure 4.2 The sampling design process. (Malhotra, 2004, p. 316). 11 under the age of 18 were excluded based on the following quotes from ESOMAR World research codes & guidelines – Interviewing children and young people (2009).

Determine the sampling frame

The purpose of a sampling frame is to ease the possibility to identify the different elements in the target population. A sampling frame could be a map or a provided list with e-mail addresses or telephone numbers (Malhotra, 2004). During this research it was not possible to get access to any form of customer information, since A6 Center does not collect any data of that kind. Therefore no sampling frame could be presented in this case. However, this was not of major importance since it is usual within business research, especially in market surveys, that one does not have any sampling frame (Saunders et al., 2012).

Convenience sampling

One form of non-probability sampling is the convenience sampling. The elements in the sample are selected by the interviewer on the basis that the respondent happens to be in the right place at the right time. This is the least costly and least time-consuming of the sampling techniques. A big advantage is that the sampling units are easy to access and easy to measure. However, there are also limitations with this technique. For example, the study has the potential of being biased since people can choose themselves whether to respond to the survey or not. Thereby, there will only be answers from a certain kind of people willing to respond (Malhotra, 2004).

Quota sampling

Quota sampling is an extension of the judgmental sampling technique. It is a two stage approach where the population elements first are divided into control categories, called quotas. The research then includes respondents from quotas proportionally representing the whole population (Malhotra, 2004). For example, if the population consists of 60 per cent women, the sample will also consist of 60 per cent women. The quotas could be with respect to for example gender, age and race (Malhotra, 2004). Using quota sampling appropriately could be very time consuming and was presumably not even possible due to lack of sampling frame during this thesis.

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Execute the sampling process

In order to execute the sampling process a specification of the previous parts of the sampling design process model must be compiled (Malhotra, 2004). This includes a description of the population, sampling frame, sampling technique and sample size. Furthermore, Malhotra (2004) also emphasize the importance of how the researchers will proceed if people chosen to be included in the sample refuse to respond. In this study the target population was identified as all people above 18 years who go to A6 Center, and is per definition seen as a customer. Both local and commuting customers were of interest and therefore all its customers were included. The sample in this study is every approached customer, no matter if they responded or not to the survey.

Methods of data collection

Data collection can be divided into two different kinds of information, primary and secondary data. “Primary data are originated by a researcher for the specific purpose of addressing the problem at hand” (Malthotra, 2004, p.102). Methods used to gather primary data are for example interviews, observations or surveys (Jacobsen, 2002). This is data gathered with respect to fulfil the current purpose. Secondary data, on the other hand, is collected previously by someone else for other purposes than for the current study. This could be for example books, articles and websites (Saunders et al., 2012). To be able to reach conclusions about the problem statement both secondary and primary data are being used in this thesis.

Table of Contents :

1 Introduction
- 1.1 Important concepts
- 1.2 Thesis outline
2 Problem Discussion
3 Purpose and research questions
- 3.1 Delimitations
4 Methodology
- 4.1 Research design
  - 4.1.1 Research approaches
  - 4.1.2 Qualitative and quantitative research
- 4.2 The sampling design process
  - 4.2.1 Define the target population
  - 4.2.2 Determine the sampling frame
  - 4.2.3 Select a sampling technique
  - 4.2.3.1 Convenience sampling
  - 4.2.3.2 Judgmental sampling
  - 4.2.3.3 Quota sampling
  - 4.2.4 Determine the sample size
  - 4.2.5 Execute the sampling process
- 4.3 Information sources
- 4.4 Methods of data collection
- 4.5 Data collection
  - 4.5.1 Primary data
    - 4.5.1.1 Structure of survey
  - 4.5.2 Secondary data
- 4.6 Data analysis
  - 4.6.1 SurveyMonkey
  - 4.6.2 Frequency distribution
  - 4.6.3 Cross-tabulation
  - 4.6.4 Chi-Square
  - 4.6.5 Cramer’s V
5 Frame of reference
- 5.1 Commuting
- 5.2 Shopping malls
- 5.3 Branding
- 5.3.1 Affecting factors
6 Empirical Findings
- 6.1 Frequency distribution
  - 6.1.1 Structure
  - 6.1.2 Demographics of the research
  - 6.1.3 Geographics
  - 6.1.4 Attributes customers do value
  - 6.1.5 Perception of A6 Center
- 6.2 A6 Center
7 Analysis
- 7.1 Survey
- 7.2 Statistics
  - 7.2.1 Geographics – Attributes (Chi-Square)
  - 7.2.2 Geographics – Attributes (Cramer’s V)
  - 7.2.3 Gender – Attributes (Chi-Square)
  - 7.2.4 Gender – Attributes (Cramer’s V)
  - 7.2.5 Age – Attributes (Chi-Square)
- 7.3 Commuter shopping
  - 7.3.1 Attributes
    - 7.3.1.1 Interpretation of remaining attributes
7.4 Conclusion of analysis
8 Conclusion
8.1 Research question
8.2 Research question
8.3 Definition
9 Discussion
9.1 Suggestions for further research
10 References
Appendix
Appendix