Mastering Sample Selection in Marketing Research

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Questions and Answers

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 Signup and view all the answers

Sample - is a ______ of the population that suitably represents that entire group

subset Signup and view all the answers

Define census.

An accounting of the complete population. Signup and view all the answers

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. Signup and view all the answers

What is a sample unit?

The basic unit of investigation. Signup and view all the answers

What is a sample frame?

A master source of sample units in the population. Signup and view all the answers

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. Signup and view all the answers

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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.