Page 124 - International Marketing

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126 International Marketing BRILLIANT'S

Random sampling method ensures that every 'unit' or 'member' of
the universe has an equal chance of being included in the sample. If prop-
erly drawn, the random sample provides most accurate statistical results.
Quota sampling is based on selection of 'unit' in the same proportions of
characteristics as they exist in the universe. The characteristics used as
quota are predetermined and their proportions in the 'universe' must be
known in advance for drawing quota sample. Cluster sampling involves
dividing a geographic area into smaller areas. From these smaller areas,
a sample of areas is drawn at random and then every relevant 'unit' within
the sample areas is surveyed.
4. Collection of data: The next step is to collect the data and infor-
mation according to the chosen methodologies. This involves planning the
field work to contact the respondents personally or via mail or telephone
drafting of questionnaire and actual collection of information. Great care
should be taken to collect reliable, updated and relevant information dur-
ing this stage, since the quality of research will ultimately depend on the
quality of information collected.
Types of Data
Two types of data are generally gathered or collected for research
purposes viz, primary and secondary data.
(a) Primary data
The data which are collected for the first time for own use are known
as primary data. When the secondary data are unavailable, the researcher
may have to turn to primary data. One decision that must be made at this
stage is whether to make or buy the information. In other words, the ques-
tion to be decided is whether outside agencies, such as, marketing re-
search firms should be used to collect the information needed or whether
the firm should use its own personnel for this purpose.
Primary data are collected for meeting the specific objectives of the
research study. When the researcher has reached a situation where he
cannot get the specific information through secondary data, then he has
no other option except to plan field research. Information of a personalized
nature can be obtained only through primary sources.
(b) Secondary Data
The data which have been collected, classified and analyzed by some-
one else, then such data are known as secondary data. For instance,
national income data collected by the government in a country are primary
data for that government. But the same data becomes secondary for those
research workers who use it later. Thus, primary data are in the shape of raw