Business Research Methods: Shell Case Study

Topics: Sampling, Sample, Sample size Pages: 5 (624 words) Published: March 29, 2015

DATE OF SUBMISSION: 25th March, 2015


Q1. Suppose you were asked to develop a sampling plan to determine what a “premiere company” is to the general public. What sampling method would you use? What is the target population? What would you use for a frame? Could you use a combination of two or more of the types? If so, how? Ans.1

1) According to our group, Area sampling is suitable and could be used to determine what a premier company is to general public. 2) The target population would be the population owning a vehicle. 3) The frame to decide the sample would be the office that issues the licenses and the vehicle registration offices. 4) For combination, we can use stratification in the particular area cluster, based on age, gender, class, etc.

Q2. It appears that at least one of the research companies hired by Shell used some stratification in their sampling. What are some of the variables on which they are stratified? If you were truly interested in ascertaining opinions from a variety of segments of the population with regard to opinions on “premiere” companies or about Shell, what strata might make sense? Name at least five and justify why you would include them. Ans. 2

The research company has stratified the sample on the basis of youths, minorities, residents in neighborhoods near Shell plants, legislators, academics and present and past employees of Shell. The variables used are age, class, occupation and students. According to our group, we would divide the strata for the opinion in premier company on the basis of: Age- in order to know which age category uses the services of the premier company. The age category will be divided into youth (up to 25years), mid age (from 26years to 60 years) and older age people (60 years and above). Income group- in order to know which income group is more favorable to make purchase from the premier company. Students- in order to know if students owning vehicles use the company to make their purchase. Area- in order to know which area has more usage of the product provided by the company. Gender- in order to know gender is using the product in larger quantity. Type of vehicle- in order to understand the dependence of consumption on the type of vehicle for example: hatch back, sedan or commercial vehicles.

Q3. PERT Survey Research conducted quantitative survey in an effort to measure the effectiveness of various campaigns for male and female. It wanted to be 98% confident of its results but has no idea of what the actual percentage is. The firm would like to report an error of no more than .05. How large a sample should it take? Ans. 3

Required Confidence Level = 98% = 0.98
Error Allowed = 0.05
n = ((Z Alpha) ^ 2 * p * q)/D^2
n = ((2.33 ^ 2) * 0.7 * 0.3)/0.05^2
n = 456.02 = 457

Q4. Suppose in the above question, PERT considers that only 60 percent of the general US public would be adult at the time of survey. PERT was interested to measure the perceptions of individuals who were adult wage earners and made final purchase decisions. From the secondary data sources it was observed that 70 out of 100 adults were self-dependent and independent to make their own decisions. PERT was also assuming that during the survey only 40 percent will enthusiastically participate and answer the questions. Ans. 4

Assuming Final Sample Size as 457 (From Previous Question)
Initial Sample Size = Final Sample Size/ (Incidence Rate * Completion Rate) Initial Sample Size = 457 / (0.6 * 0.4)
Initial Sample Size = 1904.16 = 1905
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