3.2d - Sampling Flashcards

1
Q

Sampling definition

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Advantages of sampling:

A
  • Understand what customers want
  • Predict outcomes
  • Quick
  • Cheap
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Disadvantages of sampling:

A
  • 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  • Can become out of date quickly
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Confidence level definition

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What does a 95% confidence level mean?

A

The prediction will be correct 95 out of 100 times

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Interviewer effects definition

A

When a response isn’t what the interviewee really thinks

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Advantages of random sampling:

A
  • Little risk of bias
  • Simple
  • Cheap
  • Quick
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Disadvantages of random sampling:

A

Unexpected bias by assuming all members of population are the same

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

How is stratified sampling carried out?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Advantages of stratified sampling:

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Disadvantages of stratified sampling:

A
  • More costly and complex
  • More time consuming
  • May be hard to identify strata
  • Not all members of strata are the same
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

How is quota sampling carried out?

A

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)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Advantages of quota sampling:

A
  • Quick
  • Easy
  • More reflective of the whole population
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Disadvantages of quota sampling:

A
  • Selection isn’t random

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly