Answer to Question #159224 in Management for Kamal

Question #159224

1.what do yo mean by sampling in marketing research?(please answer in 150 to 200 words) and contrast the sampling-based marketing research with census-based marketing research?(please give at least 10 points of this)

3.under what circumstances is it advised to use sampling-based marketing research ?(please answer in 150 to 200 words)

4.under what circumstances is it advised to use census-based marketing research?(please answer in 150 to 200 words)

Expert's answer


Sampling in market research refers to the process whereby views and opinions of the selected group of people are collected and analyzed to provide overall information about the entire group. Studying the whole group of people or items might not be possible hence expensive and time-consuming. Most marketing research projects rely on sample surveys compared to totality surveys. Some factors help marketers to decide whether to use a sample or census while conducting research. Such factors include the type of census, the degree of uniformity, time, costs, the practicability of study, level of perfection needed, etc.

Furthermore, sampling design impacts how the analysis is performed; that is, the more adorable the market research demand, the complex design, and the larger simple size. Additionally, it might be obligatory to tag an enormous sample than expected from a similar population to ensure adequate data is collected from that group for analysis. Several sample designs are created base on the random selection approach. This benefits in justifying conclusions from the sample to the group. The random selection also helps preserve against the false sample. Some advantages of sampling in market research include time-saving, it’s more accurate, and cheaper.

2 Comparison between sampling market research method and census market research method

a.      Sampling and census survey has some common characteristics including use of a questionnaire to collect information. There is a need to develop and edit data in both methods, and both are sensitive to incur some errors. The difference between census-based market research and sample-based research includes.

a.      Sampling is a process where a small population is selected to represent the whole group. Simultaneously, the census is a systematic method that assembles and documents data about all members of the group or item.

b.     Sampling is a partial enumeration survey method. In contrast, the census is a complete enumeration survey method.

c.      Sampling is a time-saving method of research survey while census consumes a lot of time.

d.     In sampling, few items or people are selected from the group to represent the whole population. On the contrary, in the census entire unit of population is investigated.

e.      Sampling is an equivalently cost-effective method, while the census method involves the research and collection of all values of the population hence needs a large number of resources.

f.      The sampling size ascertains the possibility of errors in the feedback; for instance, the larger the population size, the fewer chances of errors, and the smaller size, the higher chances of errors. Compared to the census, where all items or people are considered in the survey.

g.     When conducting the census, the outcomes are accurate and reliable, while there is the probability of errors in the results drawn from the sampling.

h.     Sampling is applicable for the homogeneous population instead of the census, which is suitable for the diverse nature of natives.

3. Sampling-based marketing research

 In marketing research, the sampling method applied when studying a population with some related futures based on which they are selected for the research. For instance, for the nation's census or society, the similarity is that all individuals are from the same country. It is not regularly possible to assemble information from the whole group of people or items. The easy way would be to collect information from few people to express the entire group. Additionally, in surveying school, you could select students from your class to represent the whole school. However, there must be some logic to consider when choosing a sample; that's is, if your class comprises students who might give false feedbacks or contain from different backgrounds, it is important to select the different, more applicable sample.

Another example is when the government needs to estimate the individual income. It is complicated, tiresome, and time-wasting to investigate the whole household. The government could easily select a few households from each community of the country and design the average. This estimate approximates the concept of what the society might look like and not necessarily the exact figure the government would get if every individual were involved in the study.

4       Census-based marketing research

Census is a technique used to study all members of the population in the market. This method is most preferred when the study population is small, when there is high variance in the population's characteristics, the consequences or cost of error and fix of sampling is huge. For instance, when surveying to get feedback from students about their school's preferred facility, every student will be investigated. Additionally, marketers want to assemble information and document household income, and they can collect data by surveying each household in a particular area using the census technique. In Kenya, the government performs a census after every ten years. The census consists of information from family units concerning their total number of children, level of education, and wealth. This information helps marketers identify business gaps and types of products, goods, and services in high demand in a particular area. Moreover, the data benefits the government in revealing demographic information rates such as mortality rate, birth rate, population growth rate, and so on for the countries' feature plans.


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