Sampling and Data Collection
Business Research Methods, Part Three
For Jose Cuervo to stay ahead of the game, qualitative and quantitative data must be collected to develop the new tequila line and stay ahead of the competition. Collecting quantitative data on the tequila is relatively easy, whereas collecting qualitative data, on the other hand taking a significantly larger and more meticulous effort.
To collect such data a survey was conducted to determine whether or not Jose Cuervo should introduce a new tequila line specializing in the women market. A convenience method was used because the sample was made up of one hundred women who were easy to reach at various locations. A series of four questions regarding the likes and dislikes of tequila was made. From the data collected Jose has decided to analyze the data as follows. If, 65% of the individuals gave positive feedback then Jose Cuervo would accept and launch the new tequila line Reina de la Noche.
According to the data the one of the highest scoring questions showed that 85% of the population surveyed likes to drink tequila. Furthermore, 95% of these individuals have confidence that they would drink tequila if it were fruity in flavor. It is also very important for Jose Cuervo when introducing a new product that the value and consumption of the current high quality tequila does not weaken. Jose Cuervo believes the high scores in these categories reinforces and confirms the hypothesis. However, there are a number of challenges as it relates to the validity and reliability of the research question, the data collected, and analysis.
Challenges to validity and reliability
The results from the survey help confirm the validity and reliability of the product. Because, each experiment will not generate the same results unless we have the same size population and sample size.
The first survey question asked to the women was do they like tequila? 85 women said that they liked tequila,