Sampling Methods (DP IB Business Management)
Revision Note
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
Method | Advantages | Disadvantages |
|---|---|---|
Quota sampling |
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Random sampling |
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Convenience sampling |
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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
Exam Tip
A research population refers to the group of people in whom the business has an interest when conducting market research - a common mistake is to assume that research focuses on, say, the whole population of a country or region.
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