Sampling Methods Sampling methods used for market research. 0.0 / 5 ? Business StudiesMarketing mixA2/A-levelOCR Created by: Rowan StormCreated on: 12-12-14 17:23 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 1 of 6 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 2 of 6 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 3 of 6 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 4 of 6 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 5 of 6 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 6 of 6
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