10 Questions
International markets are measured in hundreds of ______ of people
millions
National markets comprise ______ of individuals
millions
Even local markets may constitute hundreds of ______ of households
thousands
Population is defined as the entire group under study as specified by the objectives of the ______ project
research
Sample - is a ______ of the population that suitably represents that entire group
subset
Define census.
An accounting of the complete population.
What is the purpose of using a sample in marketing research?
To obtain information from a subset of the population when it is impossible or impractical to gather data from every single person.
What is a sample unit?
The basic unit of investigation.
What is a sample frame?
A master source of sample units in the population.
What causes sampling error in a survey?
Sampling error is caused by two factors: the method of sample selection and the use of a sample instead of a complete population.
Study Notes
Selecting the Sample
- International markets, national markets, and local markets are vast, making it impractical to obtain information from every individual.
- To overcome this, marketing researchers use a sample, which is a subset of the population that represents the entire group.
Basic Terms
- Population: the entire group under study, as specified by the objectives of the research project.
- Census: an accounting of the complete population.
Sample and Sample Unit
- Sample: a subset of the population that suitably represents the entire group.
- Sample unit: the basic unit of investigation.
- Sample frame: a master source of sample units in the population.
Sampling Error
- Sampling error: any error in a survey that occurs because a sample is used.
- Causes of sampling error:
- Method of sample selection, which will be discussed later.
Test your knowledge on selecting samples in marketing research with this quiz. Learn about the importance of samples and how to effectively choose them for international, national, and local markets.
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