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.
|•||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|