Market Segmentation Essay Example | Topics and Well Written Essays - 1250 words - 1

Market Segmentation - Essay Example Survey comprise of elemental phases like population sampling, adoption of appropriate research design, data collection, and finally analysis of resultant data into meaningful information. In order to maintain objectivity, researchers need to follow all these steps. In this essay, we will appraise utilization of survey methodology in obtaining information about market segmentation in Doha. The company conducting this survey plans to sell fast food to university students in the CBE. Hankin and Rhoads (2011) agree that from a theoretical perspective, fast foods are usually associated with negative effects on health concerns of consumers. In this case, the company needs substantial knowledge before deciding to roll out a fast food program within the university’s premises. The desired market segment within the selected consumer population aims at evaluating the potential of female students in purchasing fast food from the company’s outlets. In order to obtain informed data, we will customize research questions to evaluate the students’ concerns on consumption of healthy food. All the campuses of CBE have a vast number of students. Therefore, the survey started by obtaining a representative sample from the entire female student population. The sample comprised of students aged between 21-28years of age. Approximately 75% of the sample comprised of undergraduate students. The entire sample comprised of 100 students, all of which were female students. On the aspect of research design, the survey exercise adopted the use of questionnaires in acquiring information from the sampled students. Based on the work of Jessen (2008), questionnaires proved effective in acquiring first hand... The company conducting this survey plans to sell fast food to university students in the CBE. Hankin and Rhoads (2011) agree that from a theoretical perspective, fast foods are usually associated with negative effects on health concerns of consumers. In this case, the company needs substantial knowledge before deciding to roll out a fast food program within the university’s premises. The desired market segment within the selected consumer population aims at evaluating the potential of female students in purchasing fast food from the company’s outlets. In order to obtain informed data, we will customize research questions to evaluate the students’ concerns on consumption of healthy food. All the campuses of CBE have a vast number of students. Therefore, the survey started by obtaining a representative sample from the entire female student population. The sample comprised of students aged between 21-28years of age. Approximately 75% of the sample comprised of under graduate students. The entire sample comprised of 100 students, all of which were female students. On the aspect of research design, the survey exercise adopted the use of questionnaires in acquiring information from the sampled students. Based on the work of Jessen (2008), questionnaires proved effective in acquiring first-hand information from the target consumers; hence enhancing objectivity and reality of information obtained. In this regard, the exercise used primary sources in as the most appropriate mode of data collection.