What is meant by sampling in market research?

Sampling is the selection of a smaller group from the whole population being studied, whose responses are then taken to represent the population as a whole.

Why do businesses use a sample rather than surveying everyone?

Questioning the whole population would be far too expensive and slow, and a well-chosen sample gives an accurate enough picture at a fraction of the cost.

What is meant by the population in a sampling exercise?

The population is the entire group the business wants to draw conclusions about, such as all its customers or all households in a region.

What is a sampling frame?

A sampling frame is the list of everyone in the population from which the sample is actually drawn, such as a customer database or an electoral register.

What is random sampling?

Random sampling selects respondents in such a way that every member of the population has an equal chance of being chosen.

Give two advantages of random sampling.

It removes the researcher's own choice from the selection, so the sample is free of deliberate bias, and the reliability of the result can be calculated statistically.

WJEC A-Level Business 601-5238-2

Enterprise and Starting a Business

Topic overview Enterprise and the entrepreneur Stakeholders in a business Business plans and sources of support Legal structures of business The public and private sectors Business location Sources of finance for a new business Business revenue, costs and profit

Markets and Market Research

Topic overview Types of market Market size, market share and market trends Market segmentation The degree of competition in a market Perfect competition and monopolistic competition Oligopoly and monopoly Consumer protection Demand and the demand curve Supply and the supply curve Market equilibrium and changes in price and quantity Price and income elasticity of demand Inferior, normal and luxury goods The value of market research Primary market research Secondary market research Qualitative and quantitative data Sampling and avoiding bias

Marketing

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Global Business

Topic overview International trade and protectionism Globalisation and its causes Global growth strategies and multinationals The European Union and the euro

Markets and Market Research

Sampling and avoiding bias

2 things to know
AS Unit 1

Overview

Sampling in market research, population in a sampling exercise and sampling frame.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Evaluation

Give two disadvantages of quota sampling.

Key term

How does the size of a sample affect the reliability of the findings?

Questions from this subtopic

Each one with the model answer underneath.

1
What is meant by sampling in market research?
Model answer
Sampling is the selection of a smaller group from the whole population being studied, whose responses are then taken to represent the population as a whole.
2
Why do businesses use a sample rather than surveying everyone?
Model answer
Questioning the whole population would be far too expensive and slow, and a well-chosen sample gives an accurate enough picture at a fraction of the cost.
3
What is meant by the population in a sampling exercise?
Model answer
The population is the entire group the business wants to draw conclusions about, such as all its customers or all households in a region.
4
What is a sampling frame?
Model answer
A sampling frame is the list of everyone in the population from which the sample is actually drawn, such as a customer database or an electoral register.
5
What is random sampling?
Model answer
Random sampling selects respondents in such a way that every member of the population has an equal chance of being chosen.
6
Give two advantages of random sampling.
Model answer
It removes the researcher's own choice from the selection, so the sample is free of deliberate bias, and the reliability of the result can be calculated statistically.

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