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The Use of Ranking Sampling Method within Marketing Research

Author

Listed:
  • Codruța Dura

    (University of Petroșani, Romania)

  • Imola Drigă

    (University of Petroșani, Romania)

Abstract

Marketing and statistical literature available to practitioners provides a wide range of sampling methods that can be implemented in the context of marketing research. Ranking sampling method is based on taking apart the general population into several strata, namely into several subdivisions which are relatively homogenous regarding a certain characteristic. In fact, the sample will be composed by selecting, from each stratum, a certain number of components (which can be proportional or non-proportional to the size of the stratum) until the pre-established volume of the sample is reached. Using ranking sampling within marketing research requires the determination of some relevant statistical indicators - average, dispersion, sampling error etc. To that end, the paper contains a case study which illustrates the actual approach used in order to apply the ranking sample method within a marketing research made by a company which provides Internet connection services, on a particular category of customers – small and medium enterprises.

Suggested Citation

  • Codruța Dura & Imola Drigă, 2011. "The Use of Ranking Sampling Method within Marketing Research," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 11(1), pages 77-88.
    • Handle: RePEc:pet:annals:v:11:y:2011:i:1:p:77-88
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    Cited by:

    1. Cristinel Constantin, 2012. "Post-Hoc Segmentation Using Marketing Research," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 12(3), pages 39-48.

    More about this item

    Keywords

    market analysis; ranking sampling; proportional survey; non-proportional survey;
    All these keywords.

    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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