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All 20 Flashcards — Sampling methods
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Question
What is sampling?
Answer
Selecting a small group of people to represent the whole market — you can't ask everyone.
💡 Hint
Small group = whole market
Question
What is convenience sampling?
Answer
Choosing whoever is easiest to reach (e.g. people walking past). ✅ Fast/cheap. ❌ Not representative.
💡 Hint
Easiest to reach
Question
Low budget, quick results needed — which sampling?
Answer
Convenience sampling — fast and cheap, though less representative.
💡 Hint
Convenience
Question
Four sampling methods?
Answer
Convenience (easy), Random (equal chance), Quota (set numbers), Stratified (subgroups + random).
💡 Hint
C-R-Q-S
Question
Why do businesses use samples instead of surveying everyone?
Answer
Researching the entire market would be too expensive and time-consuming.
💡 Hint
Cost + time
Question
Convenience: easy but ___. Random: fair but ___
Answer
Convenience = biased. Random = costly.
💡 Hint
Biased vs costly
Question
What is random sampling?
Answer
Everyone has an equal chance of being selected. ✅ Reduces bias. ❌ Expensive to organise.
💡 Hint
Equal chance for all
Question
Need fair, unbiased representation — which sampling?
Answer
Random sampling — everyone has equal chance, reducing bias.
💡 Hint
Random
Question
Bigger, more representative samples give ___
Answer
More reliable results that better reflect the whole market.
💡 Hint
Reliable results
Question
What is quota sampling?
Answer
Researcher sets quotas for specific groups (e.g. 50 men, 50 women). ✅ Key groups represented. ❌ Selection within groups may be biased.
💡 Hint
Set numbers per group
Question
Want specific groups represented — which sampling?
Answer
Quota or stratified — both ensure key demographic groups are included.
💡 Hint
Quota or stratified
Question
What makes a good sample?
Answer
Bigger and more representative = better, more reliable data.
💡 Hint
Big + representative
Question
A well-chosen sample gives ___ results
Answer
Reliable results that reflect the views of the whole market.
💡 Hint
Reliable
Question
What is stratified sampling?
Answer
Population divided into subgroups, then random samples taken from each. ✅ Very representative. ❌ Needs detailed population data.
💡 Hint
Subgroups + random from each
Question
Always match sampling method to ___
Answer
Business situation and budget — there's no single best method.
💡 Hint
Situation + budget
Question
When discussing sampling in exams, always explain ___
Answer
WHY that method suits the specific business — don't just describe it.
💡 Hint
Why it suits THIS business
Question
Quick: Most representative method?
Answer
Stratified sampling — proportional random selection from each subgroup.
💡 Hint
Stratified
Question
Small niche market — which sampling might be enough?
Answer
Convenience — in a small market, easily reachable people may already be representative.
💡 Hint
Convenience
Question
Which sampling method is most representative?
Answer
Stratified — reflects the actual market structure by sampling proportionally from each subgroup.
💡 Hint
Stratified
Question
The bigger the sample, the ___ the data
Answer
More reliable — large samples are more likely to represent the whole market accurately.
💡 Hint
More reliable
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Topic 4.4 hub
Market research
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