sampling

• sampling: smaller group is selected from a bigger population
• it would be too expensive and time consuming to survey each and every consumer: thus sampling is used
• needs to be large enough to provide data that is reliable and representative of attitudes and characteristics of total population
• small enough to make research cost effective
• besides the sample size, the right method of sampling must also be chosen
• the sampling method determines how research participants are too be selected
• sampling methods:

  • random
  • stratified
  • quota
  • cluster
• random sampling:

  • involves selecting individuals in such a way that everyone has an equal chance of being picked
  • random systematic sampling: every tenth customer
• stratified sampling:

  • businesses first select a market segment
  • and then accordingly only conduct surveys of people from that specific market segment
• quota:

  • involves building the sample of the group respresentative of the proportion of a total population
• cluster: involves drawing samples from a specific geographic area