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
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- 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
- 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 aim is to obtain a representative sample by determining specific proportions of each group of the population upon which to carry out research
2. Random sampling
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- 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
- E.g. a survey of members of a gym may be sent to a random selection of customers taken from the membership database
- This method makes sure that every member of the population has an equal chance of selection
3. Convenience sampling
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- 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
- 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
- This method uses those who are willing to volunteer and easiest to access in the study
Advantages & Disadvantages of each Method of Sampling
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
- Knowledge of the target population
- Skills of researchers
- 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
- Where a business has a 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
- 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.