CHAPTER 13Basic Sampling Issues
Over the last three decades, the world that marketing researchers have to work in has changed to a greater extent than in any comparable period in its short history. Personal computers, mobile phones and computing, the Internet in general and social media are major forces behind those changes. As always, these changes present challenges and opportunities. This chapter addresses issues related to the way we select people from whom we need to get information to address a particular research problem. As you will see, the basic ideas behind proper selection of people for samples have not changed one bit. Seductive new ways of capturing this information and Big Data ideas have, in many cases, hijacked clients and researchers and led them away from proper sampling methodologies. So, in some situations, we end up with huge amounts of data that are not representative of the group we are focused on.
Concept of Sampling
Sampling, as the term is used in marketing research, is the process of obtaining information from a subset (a sample) of a ...
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