3.5 - Sampling

Question 1

What is Sampling?

Answer 1

The selection of a representative group of consumers from a large population

Question 2

How do you conduct Random Sampling?

Answer 2

1. List all members of the target population

2. Use a random method to choose

Question 3

How do you conduct Stratified Sampling?

Answer 3

1. Identify Strata (groups) in the target population

2. Use random method to select sample

Question 4

How do you conduct Quota Sampling?

Answer 4

1. Get sample breakdown to represent the target market
2. Identify segments or subgroups
3. Allocate % of each segment
4. Reflect % in sample

Question 5

What will the value of sampling depend on?

Answer 5

The sampling technique used
The size of the sample
How the sample was carried out

Question 6

What will the size of the sample depend on?

Answer 6

Availability of budget as research can be expensive and other resources
The importance of manpower
The required degree of confidence in results and attitudes to risk

Question 7

What are the benefits of sampling?

Answer 7

Reduces time (fewer people to survey)
If the right people are surveyed, it should be representative of the target population

Question 8

What are the drawbacks of sampling?

Answer 8

Samples may be unrepresentative

The data collected may be inaccurate