Sampling

Sampling

1. Definition

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

2. Types of sampling

   • •Random Sampling
     • •Every member of the target market has an equal chance of being chosen
   • Quota Sampling
     • •Selecting a group based on the characteristics of the target market
   • Stratified Sampling
     • •Identifying certain criteria (strata) that are significant and selecting a sample that represent them

3. Benefits of Sampling

   • •aSKING A SMALL GROUP CAN PROVIDE AN INSIGHT INTO the whole target market
   • •-Can help to avoid costly mistakes
   • •Can learn about the market faster therefore can act more effectively when making decisions

4. Drawbacks of Sampling

   • Chances of bias
   • Difficulties in selecting a truly representative sample
   • In adequate knowledge in the subject
   • Changeability of units
   • impossibility of sampling