An Introduction to
Learning OutcomesAfter reading this chapter you will be able to
|• ||Understand why samples are used and the sampling process.|
|• ||Appreciate the role of a sampling frame and choice of a sampling method.|
|• ||Choose an appropriate sampling method.|
|• ||Determine how large a sample should be.|
|• ||Select a sample for a research project.|
IntroductionSampling is an important procedure in marketing research because it is not often
possible to collect data from every relevant person within a population. A population
under investigation can be defined as a set number of units of people that collectively
exhibit similar traits or features. The sample is the subject of study. In marketing
research, it is possible to distinguish between two different types of approach to
sampling. The first is where a marketing researcher studies the whole population,
and this is referred to as a census. The second is where a sub-set of this population is
studied—a sample. There are a number of reasons why marketing researchers use
sampling rather than census studies and these are outlined below:
|• ||Cost Interviewing all units of a population would in many cases be impossible
due to the very high costs associated. For instance, it would involve considerable
amounts of money for Tesco to interview every couple in Britain (and in the other
markets where they have a presence) in relation to their shopping habits.|
|• ||Time The interviewing process takes time. In many business situations, time is a
critical factor since information is usually needed for action to occur within a|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Introducing Marketing Research.
Contributors: Paul Baines - Author, Bal Chansarkar - Author.
Place of publication: New York.
Publication year: 2002.
Page number: 149.
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