Sampling

• Sampling allows businesses to gain insight into the wants and needs of the customer in a cost effective manner
• Businesses cannot ask for the opinions of all potential customers and therefore try to choose a representative sample
• A sample is a group of subjects that have been chosen from a larger group, the population, for investigation
• The value of sampling will depend upon:

  • the sample technique used
  • how the sample was carried out
  • the size of the sample
• The size of a sample will depend upon:

  • the budget available
  • importance of accuracy
  • degree of confidence in results