3.2d - Sampling

Question 1

Sampling definition

Answer 1

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

Question 2

Advantages of sampling:

Answer 2

• Understand what customers want
• Predict outcomes
• Quick
• Cheap

Question 3

Disadvantages of sampling:

Answer 3

• Can be time consuming
• Can be costly if the business want a more reliable result
• Can be biased
• Can be inaccurate
• Can become out of date quickly

Question 4

Confidence level definition

Answer 4

The degree to which statistics are a reliable predictor of actual events

Question 5

What does a 95% confidence level mean?

Answer 5

The prediction will be correct 95 out of 100 times

Question 6

Interviewer effects definition

Answer 6

When a response isn’t what the interviewee really thinks

Question 7

Advantages of random sampling:

Answer 7

• Little risk of bias
• Simple
• Cheap
• Quick

Question 8

Disadvantages of random sampling:

Answer 8

Unexpected bias by assuming all members of population are the same

Question 9

How is stratified sampling carried out?

Answer 9

The population is split into ‘strata’ (segments) and a random sample is taken from each one

Question 10

Advantages of stratified sampling:

Answer 10

Less biased than random sampling as it is more reflective of the population

Question 11

Disadvantages of stratified sampling:

Answer 11

• More costly and complex
• More time consuming
• May be hard to identify strata
• Not all members of strata are the same

Question 12

How is quota sampling carried out?

Answer 12

Selection is made by the interviewer who is given quotas to fill from sub-groups within the population (e.g. 50 females between ages 18-30)

Question 13

Advantages of quota sampling:

Answer 13

• Quick
• Easy
• More reflective of the whole population

Question 14

Disadvantages of quota sampling:

Answer 14

• Selection isn’t random

- Assumes you know the structure of the whole population to build quotas from