Survey Design and Sampling for Clothing Store Expansion

Survey Design and Sampling for Clothing Store Expansion

The sampling process

Sampling allows collecting and analyzing data on small parts of the population, which means the target group is representative of the entire population. Then, the results based on the research are applied to the whole population. Sampling is practical when complex situations exist. The first part of the sampling process is to identify the target group. As the owner has raised the question of what will be the best target group, either potential customers or already existing customers, we have to decide what direction to go. As the sampling process allows for choosing a small part of the population that will represent the entire society, I think sampling can be done on all customers, allowing the selection of a group of existing, future, and past customers to represent the whole population. Choice can be done using only one questionnaire, and not using a few different as that will save time on collecting and analyzing the information and prevent confusion. The sampling frame is another crucial step in the sampling process, as this consists of particular characteristics of the studied population. For example, in our case, we would choose existing customers who have visited the store in the last two weeks and have purchased more than $50. For new customers, we would create a frame stating that people who had purchased clothing the previous month visited the store and are planning to make a new purchase soon. Developing a sampling frame will help identify those representing the whole population. Since we target people from past customers and existing and potential customers, we would make a sampling frame for each group to have a specific target in our research.

Choosing between probability and non-probability sampling

The main difference between the two types of sampling is that probability sampling involves random selection, while non-probability doesn’t. ‘At least with a probabilistic sample, we know the odds or probability that we have represented the population well. We  are able   to estimate confidence intervals for the statistic. With nonprobability samples, we may or  may not represent the population well, and it will often be hard for us to know how well we’ve done so.’ (Trochim, W. 2020) For my research, I would choose non-probability sampling as this type of sampling is not random and is based on the researcher’s judgment. I would consider quota sampling design for my research because this type of design allows for more specific targeting. For my study, we will focus on people who like to shop, who like or dislike certain things, or based on their behavior. The only problem with this type of design is that it may not be large enough to represent the whole population correctly. As we have discovered what sampling method and technique we will use for this research, a more detailed plan on the target market will be done based on the characteristics of existing customers: do they often shop, how often they shop, what did they buy, etc.? For the customers who are in the store, the survey can be offered at the end as they can express their experience and what they would like to see in the store, either men’s or girl’s fashion and accessories.

Determining the sample size and sampling units

The last step of the sampling process is determining the sample size and the sampling units. It is essential to choose the right sampling size as if it is too small, this will reflect incorrect analysis, and if it is too broad, it will be too expensive and more time-consuming. Still, at the same time, the larger the size, the more precise the information will be. I would choose a medium size where the research will be done faster, and less money will be spent. When considering the sample size, we must consider the population size, margin of error, confidence error, and standard deviation. ‘The problem in statistical inference relies on the variability of the sampling process because different samples will yield different results. Therefore, a sample of size “n” is called a randomly drawn sample if every combination of n-subjects of the target population has equal chances   to become the drawn sample.’ (Catoiu, I., Stanciu, O., & Tichindelean, M., 2010) When determining the sample size, I considered the type and size of the business, the revenue, and the budget the owner wants to set for the research.

Conclusion

We need to understand the sampling process and the steps we need to take when conducting such marketing research. In the case presented for this scholarly activity, we identified the different sampling methods and the sampling design used in the analysis. Identifying the target population and how the study will be done. Finally, we could decide on the sampling size and the units.

References

Trochim, W.M.K., (January 2020), Research methods Knowledgebase, Non-probability sampling. https://socialresearchmethods.net/kb/nonprobability-sampling/

Catoiu, I., Stanciu, O., & Tichindelean, M. (2010). Statistical inference used in marketing research. Studies in Business and Economics, 5(3), 130–136. Retrieved from http://web.b.ebscohost.com.libraryresources.columbiasouthern.edu/ehost/detail/detail?vid=0&sid=2075fc8b-21e9-4c9e-b2a3-95d9bfe5d178%40pdc-v-sessmgr05&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=80448982&db=bth

ORDER A PLAGIARISM-FREE PAPER HERE

We’ll write everything from scratch

A local retail store wants to expand its offerings. Currently, they only offer women’s fashions and accessories. They have been approached to provide little girls’ and men’s clothing. The boutique is not sure which direction to go in. They want public opinion about the more needed and sustainable offering. They have three main concerns.

Survey Design and Sampling for Clothing Store Expansion

The first concern is which offering to expand with—men’s or girls’ clothing. Second, how many items should be put on the survey (e.g., men’s pants, shirts, shoes, watches, and hats versus girls’ dresses, shoes, dolls, toys, and jeans)? Third, what type of sampling plan should be developed, and who should the respondents be? Should they be current customers, new customers, old customers, or all residents?

As a marketing consultant, the owner has asked you to assist her in this project. She has asked you the following questions:

How many questions should the survey contain to address all possible new store items adequately?
Should there be two separate surveys, or will one suffice?
How should potential respondents be selected for the survey? Should current customers be approached about the study while they are shopping? Should customers be asked to participate as they exit, or should they use a mail or telephone approach to collect information?

Based on the questions and concerns above, determine the appropriate sample design. You may take the liberty to fill in any information as needed (e.g., size of population, name of boutique). Write a response to the boutique owner that addresses the following questions:

• Who is the target population?
• What is the sampling frame? Why is sampling important?
• Should a probability or non-probability sample be used, and why? What are the differences between the two types, and how did this help you decide?
• What sampling design should be employed (e.g., simple random, stratified, convenience)?
• Given the sample design suggested, how will potential respondents be selected for the study?
• Finally, determine the sample size and suggest a plan for selecting the sampling units. What factors helped you to choose the sample size?