High-quality market research data requires a high-quality sample. But diving into sampling can be trickier than it looks, partially because the jargon around sampling methods does get a bit geeky.
In market research, the sample is the group of people participating in the research, such as by completing a questionnaire or participating in a focus group or interview. The sample is the group of
A method of sampling from a population. In statistical surveys, when subpopulations within an overall population vary, it is advantageous to sample each subpopulation (stratum) independently. For example, in a
This is a form of convenience sampling when current participants give referrals for additional participants. Typically, snowball sampling is only used when conducting specialty studies of hard-to-reach populations. For example,
In market research, the sample is the group of people participating in the research, such as by completing a questionnaire or participating in a focus group or interview. The sample
A probability sample includes individuals that are selected knowing their probability of selection, and everyone in the population has an equal chance of being selected. Such samples are preferred as they are
Items or individuals are selected without knowing their probabilities of selection. A common type of non-probability sampling is convenience sampling. Non-probability sampling can be more convenient, quick, and inexpensive than
An example of nonprobability sampling. For example, in consumer research, doing a survey of people who filled out product registration forms would be a convenience sample. The challenge with such
What if you could analyze survey data yourself, using Excel, SPSS or R? So, you have some nice, fresh survey data? Great! Now it’s time to get hands-on with your
