3.5 - Sampling Flashcards
1
Q
What is Sampling?
A
The selection of a representative group of consumers from a large population
2
Q
How do you conduct Random Sampling?
A
- List all members of the target population
2. Use a random method to choose
3
Q
How do you conduct Stratified Sampling?
A
- Identify Strata (groups) in the target population
2. Use random method to select sample
4
Q
How do you conduct Quota Sampling?
A
- Get sample breakdown to represent the target market
- Identify segments or subgroups
- Allocate % of each segment
- Reflect % in sample
5
Q
What will the value of sampling depend on?
A
The sampling technique used
The size of the sample
How the sample was carried out
6
Q
What will the size of the sample depend on?
A
Availability of budget as research can be expensive and other resources
The importance of manpower
The required degree of confidence in results and attitudes to risk
7
Q
What are the benefits of sampling?
A
Reduces time (fewer people to survey) If the right people are surveyed, it should be representative of the target population
8
Q
What are the drawbacks of sampling?
A
Samples may be unrepresentative
The data collected may be inaccurate
