market research - sampling

Question 1

what is random sampling?

Answer 1

• when a sample is selected by random
• does not target any specific consumers or segments of the market

Question 2

what are the advantages of random sampling?

Answer 2

• less chance of bias as respondents are chosen randomly
• simple to design and interpret

Question 3

what are the disadvantages of random sampling?

Answer 3

• tends to be less accurate than other forms of sampling
• may not accurately reflect the target market
• tends to be more expensive to administer because a larger sample size is needed
• can be slower to administer since respondents have to be pre-selected, contacted and then interviewed

Question 4

what is quota sampling?

Answer 4

• a sample that has been created to mimic the characteristics of a market
• chooses a group of people with certain characteristics

Question 5

what are the advantages of quota sampling?

Answer 5

• quick and easy way of obtaining a sample
• cheaper as fewer respondents are required
• detailed information can be gathered about different segments of the market

Question 6

what are the disadvantages of quota sampling?

Answer 6

• risk of bias because the interviewer decides who to question (ie, it’s not random)
• need to have a very detailed understanding of the different market segments