2. 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.
3. Now the question arises that how
should 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.
4. To select a proportionate cluster sample of 5000
members of the total 50,000 consumers belonging to
each zone i.e. North, South, East & West
So 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
5. Now lets calculate the overall sampling
function in the following manner.
f = n/N
= 5000/50,000
= .1
where n = sample size
&
N = population size
6. Cluster Sampling Method And
Hypothesis 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 .74
N= 50000,
so sample of 10% n=5000