You are the market research director for a large pharmaceutical company. The bra

Question

You are the market research director for a large pharmaceutical company. The brand manager on a new drug for autism wants to learn about the attitudes towards pharmaceutical companies among parents of children with autism. The brand manager wants a cost effective random probability sample using phone interviews with parents of children with autism as the population. You conduct some secondary research and determine the incidence of autism is 1.5%. What do you conclude about the idea of a random probability sample and what alternatives might you suggest. Compare and contrast the conclusions and recommendations portions of the research report.

Explanation / Answer

1.5% of hte population has autism and this is our sample which is random probabilty sample. Each sample element will have equal and uniform probabilty of selection.

I as a market research director would go for the random proabilty sample to study the effect of drugs on chidren with autism. I say so because :-

1. It is cost effective.

2. The sample distribution is uniform.

3. Using probability sampling means that we can employ statistical techniques like confidence intervals and margins of error to validate our results.

4. Cluster sampling: convenience and ease of use.

5. highly representative of the population.

Having said so, There are few limitiations to this method which may lead me to look for other alternative statistical tools.firslty it is valid only for homogeneous data set and it is tidious and prone to errors for large volume sample size.

Hence I may opt for Non-probability sampling techniques which uses non-random processes like researcher judgment or convenience sampling.

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