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Sampling Carrying out a survey of every single potential consumer (known as population) of a firm's product would be impractical, time-consuming and costly. Businesses still, however, need to collect enough primary data to have a clear idea of the views of consumers. This can be done by taking a sample of the population. This sample group should be made up of consumers that are representative of all potential buyers of the product. There are a number of ways in which a sample can be chosen. Random Sampling This method gives each member of a group an equal chance of being chosen. In other words, the sample is selected at random, rather like picking numbers out of a hat. Today computers can be used to produce a random list of numbers which are then used as the basis for selecting a sample. Its main advantage is that bias cannot be introduced when choosing the...

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