Sampling on HCC gollf clubs (market research) Essay

Sampling on HCC gollf clubs (market research) - Essay Example If one person is interested, she or he may be able to provide names of other potential participants. This type of recruiting is known as the snowball technique (Lindlof, 1995 as cited by Barnett). Other considerations include demographics. A further question is whether to target a heterogeneous (everybody is different) or homogeneous (everybody is as similar as possible) sample. Most researchers prefer a homogeneous group with the common threads being the issues for discussion (Vaughn, Schumm, & Sinagub, 1996 as cited by Barnett). In this approach it is believed that having too many different voices could detract from the overall purpose. Those advocating heterogeneous groups argue that focus groups should capture a range of opinions, and that participants should feel able to present their perspective free from the fear of appearing different. In a heterogeneous group everybody is, by definition, different. It is important to consider whether focus group members will know each other or whether they will be complete strangers. The degree of familiarity unquestionably impacts group discussions. For the purpose of this research we will consider membership lists and will also contact the Government bodies to get information lists about the people of the area to get idea of people preferences. Since the membership in HCC golf club is very low already, membership lists can support the research purpose but we cannot rely on it. The heterogeneous samples should be selected in order to gain the knowledge about the different preferences of the customers so that the areas should be effectively addressed. It is preferred that group members should not be familiar with one another in order to try to prevent acquaintances from influencing comments. We will select adults aging between 18-49, with different income levels, backgrounds and status in order to get a broader perspective regarding the tastes of the target