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# Critical Commentary of an Article (CRM Go Digital) - Dissertation Example

## Extract of sample Critical Commentary of an Article (CRM Go Digital)

1. The sampling is one of the major areas on which the success of any study is dependent. There are various types of sampling. For doing the statistical studies, the methods of sampling that we generally use are probability and non-probability sampling. Among them, various other subdivisions are present that are used to distinguish the study according to the requirement. Here, the study is about the relative impact of the CRM digital techniques on the industry. According to me, there are multiple problems with the sampling technique used here. It is not all adequate by any stretch of the imagination. To begin with, the data was sent out to the selected names from the particular database. The sampling technique was basically destined to be probability sampling, but the sampling technique acquired the attributes of non –probability sampling due to the data collection methodology in place here. The survey was answered over various phases, which would have added to the redundancy of the data. The other factor, which is extremely important here is the sample size that is taken. Given the importance and the vast scope of the subject, the sample size should have been much larger with a larger number of participants. Secondly, the sample population should have been taken from more than one of the databases so as to reduce the redundancy in the collected data. The other factor where it would help out is the reduction of the sampling errors over a particular population and also lead to a reduction in the bias that would be obvious if only one set of the population is taken into the account. Therefore the errors that have been noticed here are the selection bias and the sampling bias. Both these biases are detrimental to the integrity of the collected data. One of these causes the collected data to lose out on the accuracy, whereas the other one creates redundancy. 2. The applied statistical technique is the best and the most adequate one for the current study. The advantages, the disadvantages of the technique are discussed in particular details here. The statistical method applied here is being deconstructed here to understand and comprehend the associated features. The statistical method used here is the probability sampling. The advantages of probability sampling are the lesser tendency to be biased due to the greater variety and size of the sample. This is also expedited by the fact that the probability of each element of the sample to be selected is more than one. The other advantage is that the sampling error can be determined, which makes it possible for the statistical changes to be accounted for the various indicators. The problems however, for the methodology used are manifold. The process used here is too lengthy, the expedition takes a lot of the time, very little flexibility, judgmentally small numbers cannot be chosen for the process. This also necessitates that all the samples are present for the process. But, looking at it from a wider point of view, it could be understood that the sampling methodology used id not all pervasive. Lastly, the regression technique of the analysis of the data can only be used if the data population is small in number. The larger population increases the risk in the linearity of the results and may overlook the inherent ...Show more

## Summary

CRM GO DIGITAL The present piece of literature deals with the extremely poignant topic of the digitization of CRM (Customer Relations Management) and also the quantitative effect of internet on the complete exercise. In order to complete the study a sample space of around 350 entities have been chosen which include top level managers involved in the decision making mechanism of the respective companies…
Author : merl14
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