Explain how sampling bias in Voice Of Customer research could adversely affect a marketing analysis of customers' post-purchase experience with a product.
Recently I bought a TV from Amazon after extensive research and analysis. The TV manufacturer promptly followed up two weeks after the purchase. The post-purchase experience survey had questions like the following: 


·  	Did you buy it from a store/online? 

·  	Are you satisfied with your order? 

·  	Which store did you visit? 

·  	Was the self-assembly instructions easy to follow? 

·  	What other items would you consider purchasing from our brand? 

  
The above questions were too generic from the TV manufacturer, and they missed the mark in identifying me as a persona and my buying criteria. I bought the TV for my basement as a secondary TV, and I picked a TV brand with standard features to be cost-effective. Below are a few sampling biases from the survey 


Buyer’s criteria 

The survey didn’t identify the TV for primary usage. I purchased this as a secondary TV, and my expectations were low, but I’m satisfied with the TV. I wouldn’t have picked this brand if this was my primary TV purchase. This is a classic example of sampling bias where the survey didn’t identify my buying criteria and resulted in skewed results. 

Audience segmentation 

As a millennial, my primary purchase channel is online. I rely heavily on YouTube reviews and blogs for my research. The TV survey aimed at in-store purchases and needed to capture the online experience correctly. This type of sampling bias results in incorrect market analysis.
Explicar como o viés de amostragem na pesquisa Voice Of Customer pode afetar negativamente uma análise de marketing da experiência pós-compra dos clientes com um produto.
Recentemente, comprei uma TV da Amazon após uma extensa pesquisa e análise. O fabricante da TV imediatamente acompanhou duas semanas após a compra. A pesquisa de experiência pós-compra teve perguntas como as seguintes: · Você a comprou de uma loja/online? · Você está satisfeito com o seu pedido? · Que loja você visitou? · As instruções de auto-montagem foram fáceis de seguir? · Que outros itens você consideraria comprar da nossa marca? As perguntas acima eram muito genéricas do fabricante da TV, e não identificaram a minha personalidade e os meus critérios de compra. Comprei a TV para o meu porão como uma TV secundária e escolhi uma marca de TV com características padrão para ser econômica. Abaixo estão alguns critérios de amostragem do comprador.