Marketing Project: Breakfast Cereal Manufacturer - Market Research M5 A1

Surname

Memo

To: breakfast cereal manufacturer

From: Romeo Joson

Date: Feb. 10, 2015

Re: non-probability sampling designs on breakfast habits and preferences

The research on the breakfast practices and preferences involves the actual human conduct or a habit within an individual. However, the breakfast habits differ from one person to another. Due to this reason, the most appropriate methods of non-probability sampling, in this case, will be the convenience sampling and the case-study sampling. Convenience sampling involves gathering data from the population that is easily accessible, for example, the co-workers, friends, or shoppers of the cereals from the company. On the other hand, case study entails the researcher relying on a group that is small and with similar characteristics, for example, the workers of the cereal factory. The appropriateness of the two methods is the ability to acquire true information. In addition, the findings are easy to compare and contrast over different places because some of these behaviors are similar and depends on a place. The advantages of the two methods are that there is low cost involved in researching and requires less time to gather the data. In addition, the data is readily available since the population is easy to access, and there is the ease to research since the information does not need to be accurate. The disadvantages associated with the two methods include the following. The methods are more subjected to biasness. The other disadvantage is that the researcher lacks control over the research method. It is because there are common traits among the representatives. The data gathered is also inaccurate that leads to incomplete conclusions. However, the method provides data that can be used to make decisions in the manufacturing of the cereals. I would recommend convenience-sampling method. The reason for the method is that it is likely to capture a wide area of population since the representatives do not need to have similar characteristics. In this case, the researcher may cover a wide area of research and get access to other people other than the ones he or she has ease access. In this way, there are chances to identify viable business opportunities in varying locations.