market research 3 Flashcards
1
Q
what does sampling involve?
A
- gathering of data from a selection of repondants
- results need to be representative of population
2
Q
advantages of a sample
A
- even if small sample = still be representative
- flexibile and quick
- using sampling can reduce risks and costs
3
Q
disadvantages of a sample
A
- unrepresentative sample = incorrect conclusions/decisions
- bias = interviewer,question,respondant
- less useful in dynamic markets
4
Q
use of ICT to support market research
A
- easy to learn customer preference
- websites
- social media
- data bases
cons: - hacked
- secondary data
