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Marketing Research Page 347 2

In: Business and Management

Submitted By Fintycan
Words 354
Pages 2
Set 7: Page 347 Question 3
What type of sampling method was used?
The sampling method was a non-probability convenience sample where the guests who were staying in two particular hotels were invited to take part in the study.

The good points about this study was that it was convenient, easy, cheap and would provide good preliminary information from certain portion of the population but would ultimately would not be of great help to understanding why the resort are witnessing a decline in the number of people who are visiting.
The reason for this is as follows;
- Misrepresentation of Data – It is only people who have chosen to go to the resort that have been interviewed. If you wanted to find out why people are staying away from the resort it would be better to ask the people who have actually to stay away. What are their reasons for staying away? Price, facilities, lack of awareness?

- Incomplete Conclusions - Of course getting feedback from current customers is beneficial and may provide an idea into people’s attitudes toward the activities that were available at the resort. However, this will be a misrepresentation and will lead to incomplete conclusions as there will be portions of the general population who will not be properly represented. If you think about it, a member of a family where there are three kids will most likely not have time to take part in this interview and even if they did, twenty minutes is a long time to spend giving your opinion on the activities available in the park. The people who would be willing to take part in a survey like that might be very satisfied or very unsatisfied. The average visitors would not like to commit to that.

- Bias – It is possible that the researcher may only interview a disproportionate amount of visitors who may not be satisfied with the activities available at the resort. Because the visitors…...

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