Sampling and Marketing Research

Sampling in Market Research:

• Sampling involves gathering data from a sample of respondents, the results of which should be representative of the population (e.g. target market) as a whole

Benefits of Sampling in Market Research:

• Even a relatively small sample size (if representative) can provide useful research insights

• Using sampling before making marketing decisions can reduce risk and costs

• Sampling is flexible and relatively quick

Drawbacks of Sampling in Market Research:

• The biggest risk = the sample is unrepresentative of the population- leading to incorrect conclusions

• Risk of bias in research questions

• It is less useful in market segments where customer tastes and preferences are changing frequently