Sampling Methods

Sampling methods used for market research.


Cluster Sampling

  • Population is divided into groups based on location
  • Researcher draws sample of the groups to interview
  • Quick and easy as respondents in one area
  • Increased risk of sampling error
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Simple Random Sampling

  • Every member of population has equal chance of being chosen
  • Respondents chosen completely at random
  • Used when population is large
  • Accurate if sample is large enough
  • Possible to calculate sampling error
  • Requires homogenous population
  • Complete and accurate listing is essential
  • May require visits accross country
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Stratified Sampling

  • Separates population into strata (segments) based on characteristics eg. age, gender, socio-economic group
  • Respondents chosen randomly
  • Results free from selective bias
  • Each strata contributes a pre-determined proportion of overall sample
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Systematic Sampling

  • Selects every nth person on a list of people in the population
  • Easier to extract sample
  • Ensures it's spread across country and among different segments
  • Costly & time consuming
  • Not appropriate if population has distinct strata
  • Only provides representative sample
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Quota Sampling

  • Not random
  • Population divided into groups based on variables eg. age, gender, socioeconomic group
  • Quota decided for each group
  • Market researchers interview people from each quota
  • Choice of respondents left to researcher
  • Quick and easy
  • Risk of interviewer bias
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Convenience Sampling

  • Not random
  • Samples members of the population who can be contacted easily and will volunteer
  • Quick, easy and uncomplicated
  • Prone to bias
  • Useful for new businesses and those with limited funds
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