Sampling Methods (DP IB Business Management)

Revision Note

Flashcards

Primary Market Research Sampling Methods

  • Sampling involves getting opinions from a selected group of people in order to find out about the market as a whole

    • It is expensive and time-consuming to collect data from the whole population of a market

    • Market researchers use carefully designed sampling methods from which conclusions can be drawn about the market as a whole

    • In general, the larger the sample size, the more likely that results from market research activities will reflect the market as a whole

  • There are a range of sampling methods a business can use to carry out market research which include: 

1. Quota sampling

  • The aim is to obtain a representative sample by determining specific proportions of each group of the population upon which to carry out research

    • E.g. a researcher carrying out a survey for a family car manufacturer may look to interview a sample of 25% between the ages of 18-24, 50% between the ages of 25-45 and 25% aged 46 and above

2. Random sampling

  • This method makes sure that every member of the population has an equal chance of selection

    • E.g. a survey of members of a gym may be sent to a random selection of customers taken from the membership database

3. Convenience sampling

  • This method uses those who are willing to volunteer and easiest to access in the study

    • E.g. a cafe owner may ask regular customers during a quiet period of the day to fill in a written survey regarding their experiences of the menu and customer service

Evaluation of Sampling Methods

Method

Advantages

Disadvantages

Quota sampling

  • Quick and easy way of obtaining a sample

  • Not random so there is some risk of bias

  • Need to understand the population to be able to apply results to the market as a whole

Random sampling

  • Simple to design and interpret

  • As anyone in the population can be asked bias should be avoided

  • As anyone may be selected, the sample may not be representative of the market as a whole

  • Researchers need a complete and accurate population listing

Convenience sampling

  • Respondents taking part in research are readily available

  • Large amounts of information can be gathered quickly

  • The sample is likely to be biased if those known to the researcher are chosen

  • The sample is unlikely to be representative of the market as a whole

  • The choice of sampling method will depend upon a wide range of factors, including

    • Time available

      • Where little time is available to carry out market research

        • A random sample may be the most appropriate sampling method, as it is usually very quick and straightforward to organise

    • Knowledge of the target population

      • Where a business has good knowledge of the target population

        • A quota sample is likely to provide a set of research data that lacks bias and can be interpreted with insight

    • Skills of researchers  

      • Where researchers lack experience or expertise in market research

        • A convenience sample is likely to provide a useful set of data that can be easily interpreted

Examiner Tip

A research population refers to the group of people in whom the business has an interest when conducting market research - a common mistake is to assume that research focuses on, say, the whole population of a country or region.

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