How does sampling contribute to the successful outcome or possible pitfalls of the business research project?

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pohnpei397 | College Teacher | (Level 3) Distinguished Educator

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Sampling contributes to the success or failure of a research project because it is essential to the collection of proper data.

Let us imagine that we want to conduct research on the market for a certain new product.  When we do this, we need to determine what the attitudes of consumers are.  We, of course, cannot ask every possible customer.  Instead we need to survey a sample of the consumer population.

What we want to do is to survey a representative sample of the population.  A major danger is the possibility that our sample will not be representative.  Let us imagine that we are trying to determine how much of a market there is for baby toys.  If our sample includes too many retired people, we might not conclude that there is a market.  We need to have a representative sample so we can really know how much of a market there is.


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