3.2d Sampling Flashcards Preview

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Flashcards in 3.2d Sampling Deck (13):
1

Sampling definition

Gathering data from a group of respondents whose views or behaviour should be representative of the target market as a whole

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Advantages of sampling

- Lets you understand what the customers want
- Can be quick
- Can be cheap

3

Disadvantages of sampling

- Can be time consuming
- Can be costly
- Can be biased

4

Confidence level definition

Degree to which statistics are a reliable predictor of actual events
E.g. 95% confidence level will be correct 19 out of 20 times

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What does random sampling ensure?

That every member of the public has an equal chance of being selected

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Advantages of random sampling

- Little risk of bias
- Simple
- Quick and cheap

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Disadvantages of random sampling

Assumes all members of the public are the same - unexpected bias

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How do you carry out stratified sampling?

Split the population into strata such as sex or age and take a sample from each one

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Advantages of stratified sampling

More reflective of population so results should be less biased

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Disadvantages of stratified sampling

- More costly/complex
- More time consuming
- May be hard to identify strata

11

What is quota sampling?

Stratified sampling but selection is made by an interviewer who is given quotas to fill from sub-groups within the population
E.g. 50 females between the ages 18-30

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Advantages of quota sampling

- Quick
- Easy

13

Disadvantages of quota sampling

Selection isn't random

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