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BlueLine Airways (B): Internet Sampling

CASELET, MARKETING RESEARCH
ET Cases, 2 pages
AUTHOR(S) : R. Muthukumar and Dr. Nagendra V. Chowdary

Case Preview

BlueLine Airways (B): Internet Sampling

 

After few days of discussion with Anil, Rahul called on Ganesh.

Rahul: I think we need to relook about the survey. As Mr. Anil says, it would take 4 months to complete the survey, which will delay our decision.
Ganesh: What should we do now? There are certain processes involved, which we need to adhere to.
Rahul: Yes. Nevertheless, when I was thinking about this and discussed the concern with family, I came to know about Mr. Chandra Sekar (Sekar), who is the Founder & CEO of MAKS Consulting. We can discuss our concern with him too, to check the possibilities,
Ganesh: Great. When do you think we can go for discussion?
Rahul: If needed, we can connect with him over the phone. I have already given a brief to him.
Ganesh: Sure.

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Teaching Note Preview

BlueLine Airways (B): Internet Sampling

Synopsis

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

Assignment Questions

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]........

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Product code: MR-2-0012(b), MR-2-0012(b)A

Abstract


This caselet - second in a series of four caselets - is to let the participants/students understand internet sampling methods and select appropriate method for  BlueLine's marketing research problem. 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.



Pedagogical Objectives

  • To examine different types of internet Sampling methods and identify appropriate internet sampling method for BlueLine’s marketing research problem
  • To understand the issues in internet Sampling

Case Positioning and Setting
This caselet can be used in: MBA Program/MDPs/EDPs - Marketing Research Course - To introduce the participants/students to the importance of sampling and the sampling design process in Marketing Research




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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