Sampling:

Question 1

What is sampling?

Answer 1

• Sampling involves getting opinions from a selected group of people in order to find out about the market as a whole
• It is expensive and time-consuming to collect data from all customers in a market
• Marketing researchers use carefully designed sampling methods from which conclusions can be drawn about the market as a whole
• In general, the larger the sample size, the more likely that results from marketing research activities will reflect the market as a whole

Question 2

What are the main sampling methods?

Answer 2

• Random
• Stratified
• Quota

Question 3

What is random sampling?

Answer 3

• This method ensures that every member of the population has an equal chance of selection
• E.g. a survey of gym members may be sent to a random selection of customers taken from the membership database

Question 4

What are the advantages of random sampling?

Answer 4

• Simple to design and interpret
• As anyone in the population can be asked, bias should be avoided

Question 5

What are the disadvantages of random sampling?

Answer 5

• As anyone may be selected, the sample may not be representative of the market as a whole
• Researchers need a complete and accurate population listing

Question 6

What is stratified sampling?

Answer 6

• This method involves the random selection of participants from subgroups of the population, such as age, gender, income level or education groups
• E.g. a survey of school pupils may be carried out only on Year 10 girls

Question 7

What are the advantages of stratified sampling?

Answer 7

• Focuses on people from the key subgroup (for example, age or region), so the research results are likely to be highly relevant

Question 8

What are the disadvantages of stratified sampling?

Answer 8

• Setting up and running mini‑samples is likely to be more complex than organising one simple sample

Question 9

What is quota sampling?

Answer 9

• This method obtains a representative sample by determining specific proportions of each group of the population upon which to carry out research
• E.g. a researcher conducting a survey for a family car manufacturer may seek to interview a sample comprising 25% of individuals aged 18–24, 50% aged 25–45 and 25% aged 46 and above

Question 10

What are the advantages of quota sampling?

Answer 10

• Quick and easy way of obtaining a sample
• It guarantees that hard‑to‑reach groups (such as older teens) appear in the right numbers in survey results

Question 11

What are the disadvantages of quota sampling?

Answer 11

• Not random, so there is some risk of bias
• Understanding the population is necessary in order to apply the results to the market as a whole

Question 12

What factors affect the choice of sampling method?

Answer 12

• Time available
• Knowledge of the target population
• Skills of researchers

Question 13

How will time available affect the choice of sampling method?

Answer 13

• Where little time is available to carry out marketing research, a random sample may be most appropriate, as it is usually very quick and straightforward to organise

Question 14

How will knowledge of the target population affect the choice of sampling method?

Answer 14

• Where a business has good knowledge of the target population, a quota sample should provide a set of research data that lacks bias

Question 15

How will skills of researchers affect the choice of sampling method?

Answer 15

• Where researchers lack experience or expertise in marketing research, a focused stratified sample is likely to provide a useful set of data that can be easily interpreted