Sampling Methods (HL IB Business Management)

• 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: 

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
     

The Pros and Cons of Quota Sampling

Advantages	Disadvantages
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

• 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
    
    

The Pros and Cons of Random Sampling

Advantages	Disadvantages
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

• 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
     

The Pros and Cons of Convenience Sampling

Advantages	Disadvantages
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

  

Choosing the sampling method

• The choice of sampling method will depend upon a wide range of factors including
  • The time available
  • Knowledge of the target population
  • Skills of researchers
      

• Where little time is available to carry out market research a quota sample may be the most appropriate sampling method as it is usually very quick and straightforward to organise
   
• Where a business has a good knowledge of the target population a random sample is likely to provide a set of research data that lacks bias and can be interpreted with insight
   
• 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