Sakuma India An fmcg company. Product discussed-digital camera. 42% market share in still camera market. Their new launched series of cyber shot, 50,000 cameras are already sold. Now in order to get the feedback from the users…here are various methods given by their employees. Questionnaire survey through email, postal mail or telephonic interview. Finally the telephonic survey is decided and only 10-20% customer should be contacted.
Now the question arises that howshould they contact??? Active company’s blog users. Random sampling Choosing every nth customer. Random groups according to zones, states and metropolitan cities. Group customers on the basis of camera model they have buy.
To select a proportionate cluster sample of 5000members of the total 50,000 consumers belonging toeach zone i.e. North, South, East & WestSo lets assume that the consumers are divided in this strata or sub-group in 4 different zones….. north = 15000 south = 13000 east = 12000 west = 10000
Now lets calculate the overall samplingfunction in the following manner. f = n/N = 5000/50,000 = .1 where n = sample size & N = population size
Cluster Sampling Method AndHypothesis Test(ASSUMPTION) Zone North South East West Total Satisfied 1110 1000 800 800 3710 Not 390 300 400 200 1290 Satisfied Proportion .74 .76 .67 .80 .74N= 50000,so sample of 10% n=5000