eting research by concentrating on sampling a few or one particular area or target market. The method is usually considered to be ‘statistically accurate enough for most market research’.Quota sampling- These are frequency used by commercial marketing research agencies to decrease the cost. The agencies use secondary sources to divide population into groups. ‘In the case of the consumer research these groups will often be social and/or age. The agency will than decide, an the basis of published statistics, a controlled quotas (of groups) of respondents for each interviewer, in the field eg.interviewer could be told to question 20 car owners aged 18-30, 28 car owners between 31-43, 16 car owners between 44-56. Using this method the agency can be certain that the quotas are an accurate reflection of the total population.Telephone surveys- this method is less expensive and time consuming. The interviewees are likely to have been selected from lists which are brought by market research firms ‘and which are complied through individual:-Living in a particular area.-Purchased a car of a certain value.-Booked a foreign holiday.Questionnaires - Manufacturers and suppliers can achieve higher responses giving away a free gift in return for the completion of a survey. This method usually only provides a very low response. This is a very cheap method of research, it also avoids the problem of the interviewer to being biased and it allows more time to think about answers.The types of questions, which are used in questionnaires. Questionnaires are to find out about: people’s opinions, factual information and judgements. The quality of the answers depends on the quality and of the answers depends on the quality of the questions.Closed questions- this is designed to receive one result from two alternatives.E.g. ‘Have you ever used Radio Times, on a regular basis, to plan your TV viewing/Radio listening, but...
