Marketing Research Report: Target Market & Sampling - Holden Commodore

This marketing research report focuses on identifying the target market for Holden Commodore, particularly concerning their new initiative of online car sales. It defines the target market as tech-savvy individuals aged 35-50, especially businessmen who prefer the convenience of online shopping. The report discusses the importance of defining a population for research and suggests using a targeted population based on demographic and psychographic factors. It also explores the sampling frame, highlighting Holden Commodore's existing customers and website visitors, particularly in Melbourne, where the initiative is piloted. The stratified sampling approach is recommended to understand the probability of people adopting the new online purchasing option, focusing on individuals proficient in using technology. The research uses references to support its methodologies and findings in target market identification and sampling strategies.

MARKETING
RESEARCH
Name of the Student:
Name of the University:

TARGET MARKET
• The market where they want to sell their product and services.
• Comprises of a set of customers towards whom the marketing
techniques are aimed (Haustein and Hunecke 2013).
• Chosen through various segments such as demographic,
psychographic, geographic and purchasing power.
• A lot of time and capital is spent by companies to identify the
right target market.

• Holden Commodore offers new initiatives which make it
possible for people to purchase cars online.
• Focus have always been customer centric and they have
brought innovations which would make their customers
attracted towards their product.
• Holden Commodore offers new initiatives which make it
possible for people to purchase cars online. They can
purchase Holden cars from the comfort of their homes and
through any device.

• The target market for Holden Commodore would be people who are
highly proficient with online shopping.
• People who are between the ages of 35-50 and are mostly
businessmen.
• People who are mostly businessmen would be busy with their work
and would prefer to buy cars online so that they do not have to waste
their time by going into a store and choosing the right car.
• The car would be delivered right at their doorstep which would be an
additional advantage for the targeted population since they do not
have to go anywhere to bring their car.

POPULATION
• The set of people who has the same characteristics which
is defined with the help of a sampling criteria which is
decided by the researcher (Batterham et al. 2015).
• It is the main focus of the research.
• The researcher possesses a query to the population, and
based on the answers conducts the complete research.
• The findings of the research completes the purpose of the
research.

• The research study on the Commodore target market
defines the population based on demographic and
psychographic factors.
• Two types of population can be used for this research –
target population and accessible population.
• The population in case of Commodore research study
would preferably be a targeted population which will hold
all the criteria that is needed by the researcher so that
successful research is developed.

SAMPLING FRAME
• A set of information which is used to identify a population
in a research for the use of statistics (Robinson 2014).
• Can be used for both qualitative and quantitative
research.
• The sampling frame is derived from various sources such
as email addresses, government registers, purchased
telephone numbers and customer lists.
• These data are used during the analysis of the information
which is derived from the sample frame.

• Holden Commodore has a sampling frame which consists
of their existing customers, the people who have visited
their website earlier or their showrooms to gather
information about their cars.
• Since Holden have aimed to start their new initiative with
a pilot in Melbourne, the sample frame will mostly hold
the people of Melbourne to understand their readiness to
the initiative that would be taken by Commodore.

SAMPLING APPROACH
• Sampling approach is also known as sampling method and
is the procedure through which the sample is defined and
analysed to derive the results of the research (Palinkas et
al. 2015).
• There are different types of sampling approaches such as
random sampling, systematic sampling, stratified
sampling, judgement sampling, convenience sampling and
quota sampling. Random sampling is the most common
and the purest form of sampling.

• The sampling approach that could be used for Holden
Commodore research study could be stratified sampling.
• Stratified sampling is a kind of probability method which
helps to reduce the error of sampling. A single
characteristic is used to select the sample from the
population and this characteristic would align with the
purpose for the research.

• The characteristic in this case could be using of online
services which would help the company and the
researcher to understand the quantity of people who are
proficient in using technology and can easily trust and
purchase online products.
• The sampling approach will help to get an understanding
of the probability of people who will be using the new
initiative that have been started by people.

References
• Haustein, S. and Hunecke, M., 2013. Identifying target groups for
environmentally sustainable transport: assessment of different segmentation
approaches. Current Opinion in Environmental Sustainability, 5(2), pp.197-
204.
• Batterham, P.J., Ftanou, M., Pirkis, J., Brewer, J.L., Mackinnon, A.J., Beautrais,
A., Fairweather-Schmidt, A.K. and Christensen, H., 2015. A systematic review
and evaluation of measures for suicidal ideation and behaviors in population-
based research. Psychological Assessment, 27(2), p.501.
• Robinson, O.C., 2014. Sampling in interview-based qualitative research: A
theoretical and practical guide. Qualitative research in psychology, 11(1),
pp.25-41.
• Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and
Hoagwood, K., 2015. Purposeful sampling for qualitative data collection and
analysis in mixed method implementation research. Administration and Policy