By James M. Livingstone (auth.)
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Extra resources for A Management Guide to Market Research
2) The sample survey in a heterogeneous population is most appropriate when the company initiating the research supplies a particular type of industrial market. In this situation there are likely to be only a handful of very large potential customers, rather more medium-sized and a great number of very small ones. The division between large and medium, or medium and small, will probably be fairly arbitrary, but any competent sales manager in this situation will be able to reel off the names of the really important customers and equally be confident that, if he cannot recall much detail of a particular company, it is because it is very marginal.
The most important of these is that the interviewer is a human being looking for an easy way of carrying out the job. Thus, he will not go out of his way to court a rebuff. He will tend to interview the people he wants to interview: the kindly looking passer-by, not the choleric; the pretty girl, not the plain; the person who looks as if he has leisure, but not so much leisure that he will SURVEYS AND SAMPLES 39 take too much time. An obvious ploy, too, is to interview friends and acquaintances.
First, however, to discuss the concept of the survey, which might be described simply as a mechanism for generating primary sources of information. TYPES OF SURVEY There are in essence three types of market research survey: (I) the full-scale survey, or census; (2) the sample survey in a heterogeneous population; (3) the sample survey in a relatively homogeneous population. (1) The full-scale survey or, more strictly, census, is most appropriate where there are only a handful of potential customers and it is therefore possible in the survey to consider in detail all of them.
A Management Guide to Market Research by James M. Livingstone (auth.)