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Taking a sample involves questioning a selection of respondents from a target market. To ensure the results of a sample survey are accurate, the market rsearch process must identify a representative group of customers. If the slection is fair and accurate, the information should be statistically reliable.

Cluster Sampling - Units in the population can often be found in certain geographic groups or "clusters". Therefore instead of sampling in random areas or groups, sampling is carried out in a few areas typical of the market in question.

Convenience sampling - This involves gathering information from anyone available for the interviewer to survey, no matter what his or her background

Judgement Sampling - This involves the interviewer slecting respondents using his or her own judgement that they seemed to be, and looked representative of, the group of customers in the market being researched.

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Quota Sampling - Sampling interviewers are given instructions as to the number of people to interview with certain characteristics, such as sex, socioeconomic group or other demographic detail

Simply Random Sampling - allows the researcher to choose the size of the sample required and then to pick the sample on a purely random basis. The sample must be selected in such a way that every item in the sampling frame has an equal chance of being selected. Three types of random: Simple, Sytematic and Stratified

Systematic Sampling - Involves selecting items at regular intervals after choosing a random sampling point. For example, if it is decided to select a sample of 20 people from 1000, then every 50th person should be sampled (1000/20 = 50)

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