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Importance Of Sampling In Market Research

2022 Words9 Pages

Lisa D, Lauren, Shaikha, Alima
Marketing research
October 25, 2016
Professor Sanchez

What is Sampling?
Sampling is one of the most accepted, frequent and widely used research techniques. Sampling is a small representative segment of a target population. For successful business it is important to do a correct analysis of a market as well as be able to understand different research techniques in order to make a right decision. There is a wide range of sampling techniques that might be suitable for a specific business. For our group, understanding this marketing research tool will be very useful in the future. We will be able to easily access information and find proven scientific works about different types, methods, strong and weak sides …show more content…

So, sampling is bedrock of market research.. A sample survey empowers the researcher to gather more detailed information than would otherwise be possible in a census survey. Additionally, data of a more specific sort can be collected, which would not be possible in a census survey on account of accessibility of a little number of specialists. Correctly carried-out market research with correct sampling gives the basis for strong decision-making. It will be very costly and it will take a lot of time to collect data from the whole population of a market area. Therefore, market researchers prefer to have sampling research from which, through careful design and analysis, they are able to extract information about their chosen market in a cheaper and faster …show more content…

Low budget to carry out sampling Collecting information from the entire population of a target market would have a very high cost. Sampling provides the advantage that it is just a small number of people used who represent an entire population, making the cost low.
2. Sampling is more time-efficient
Compared to collecting information for the entire population, Sampling is far less time-consuming. It is also usually a quicker method than, for example, tabulation, the census technique or analysis.
3. Scope of sampling is high
The aim of Sampling is to determine generalizations of data of its target market population. Using the whole population to arrive at general conclusions would be practically difficult as in very large populations the population might change before the process is completed. Some populations are also too large so that all their characteristics cannot be measured.
4. Better rapport
An effective research study requires a good rapport between the researcher and the respondents. Provided the population of the sample is a reasonable size, in Sampling there is generally a better relationship and communication between the researcher and the respondents compared to the case that the whole population is

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