BlueLine Airways (B): Internet Sampling
The caselet series was used to introduce the participants/students to the concept of Sampling design and procedure. While, Caselet (A) gives scope to discuss the sampling design procedure steps and select a suitable sampling technique for BlueLine’s marketing research project, Caselet (B) gives scope to discuss internet sampling for BlueLine’s marketing research project.
Prerequisite Conceptual Understanding
The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Sampling:
- • Naresh K. Malhotra and Satyabhushan Dash, “Sampling: Design and Procedures”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the importance of sampling and sampling design
Case Positioning and Setting
This caselet series can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the importance of sampling, sampling design process and sampling techniques in Marketing Research
I. What are the different types of Internet sampling techniques?
II. What are the challenges in Internet sampling techniques? How can they be avoided?
III. Discuss and identify suitable Internet sampling technique(s) for BlueLine’s Marketing Research Problem.
Preamble to this Case Analysis
These two caselets are meant to introduce the students/participants to the nuances of sampling in marketing research context. While the purpose of Caselet (A) is to let the participants/students understand basics of sampling and sampling techniques, Caselet (B) provides scope to discuss online sampling techniques in the light of the management problem and the corresponding marketing research problem defined. Caselet (A) and Caselet (B) were used to provide the right perspectives on sampling using the five steps sampling design principles outlined in the suggested chapter. Accordingly, these two caselets were orchestrated in the following way [Exhibit (TN)-I]........