When conducting 4.4 Market Research you’ve got to sample your population
IB Business Management HL uses
- Quota advantages:
- data is representative of subgroups
- detect relationships between sub-groups
- research particular traits of a subgroup
- researcher controls who is included in the sample
- reliable disadvantages
- not random (so researcher bias and sampling error)
- figuring out which subgroup to survey can be tricky
- Random advantages: no bias, everyone in a population is equally likely to be selected, quick and simple disadvantages: tends to work if all population have similar views
- random so could be very skewed
- need a large sample size which can be expensive
- Convenience advantages: quick and easy disadvantages: least representative. does not represent a wider target population
non sampling error: participant of survey does not respond truthfully
