Sampling Methods (DP IB Business Management)

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

• 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