Business – 3.2 Market research – Sampling | e-Consult
3.2 Market research – Sampling (1 questions)
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Both options involve surveying 20 stores, but the key difference lies in the sampling frame:
- If the 10% rule is applied strictly, the sample will always be 20 stores, which is a manageable number and keeps the workload consistent.
- Choosing a fixed 20 stores without regard to the 10% proportion could unintentionally exclude certain regions or store types, increasing the risk of bias.
Therefore, the more appropriate approach is to select a random sample of 20 stores that is proportionally representative of the whole network (e.g., reflecting geographic distribution, store size, and sales channel). This maintains practicality while minimising sampling error and bias.