A marketing sampling plan serves as a key element of a business' overall marketing strategy and should ideally be created in tandem with a business plan. A marketing sampling plan should contain fully analyzed market research gathered through methods including polling, surveys and focus group testing. The marketing sampling plan should tie together market research with a company's short- and long-term marketing objectives.
Set parameters for conducting market research and analyzing results. This portion of your marketing sampling plan should be as specific and detailed as possible, outlining who you anticipate your customers will be and where they will come from. You can utilize research tools to complete this portion of your marketing sampling plan by analyzing demographic profiles and polling existing and potential customers through various survey methods and focus groups.
Conduct random, or probability sampling, which essentially provides members of your target population with an equal probability of polling selection, as well as systematic sampling, which is conducted by calculating the desired sampling fraction by a specific percentage. You may also wish to conduct quota sampling, in which the selection of your target study group is non-random in nature, or cluster or area sampling, in which research is conducted in complete groups or in specific areas of your market.
Analyze your market research by determining the validity of your results and your specific marketing objectives. Is your goal to increase market share by a certain percentage, reach a certain revenue projection or expand your company into different markets? Use your market research to provide an objective assessment of how your goals will be impacted by the data gathered during your market testing.
Develop a detailed written marketing sampling plan that outlines the specific methodology used for conducting market research, assessment of findings and recommendations for how findings impact your overall marketing strategy.
Review feedback from your marketing sample plan to further define and refine your marketing objectives. This information will be used in crafting both short- and long-term marketing objectives and strategies. Develop goal measurements in accordance with marketing objectives. Decide how you will determine if your marketing objectives are being met, and what action you will take if any aspect of your marketing plan is not performing as anticipated.
Conducting marketing research at the same time you develop your business plan will help you establish comprehensive, well-researched goals and measurements for meeting your business' long-term objectives.
Lisa McQuerrey has been a business writer since 1987. In 1994, she launched a full-service marketing and communications firm. McQuerrey's work has garnered awards from the U.S. Small Business Administration, the International Association of Business Communicators and the Associated Press. She is also the author of several nonfiction trade publications, and, in 2012, had her first young-adult novel published by Glass Page Books.