- Random sampling is a sampling technique used in marketing research to select a sample from a population, where each member of the population has an equal chance of being selected for the study.
Distinguishing factor from other sampling techniques:
- Random sampling is different from other sampling techniques like quota sampling or convenience sampling, as it ensures that each member of the population has an equal chance of being selected, reducing the chance of bias.
Features of random sampling:
- Each member of the population has an equal chance of being selected.
- It reduces the chance of bias in the sample.
- It can be done using computer-generated random numbers or a random number table.
Situations where appropriate:
- When the target population is large and diverse.
- When the research is exploratory and there is no prior information available about the population.
- When the objective of the research is to estimate the parameters of the population, such as the mean or proportion.
Benefits of random sampling:
- The results obtained from random sampling are more reliable and representative of the population.
- It helps in reducing sampling errors and improves the accuracy of the research.
- It allows for generalization of the results to the population.
- It is a cost-effective way of conducting marketing research.
Drawbacks of random sampling:
- It may not be suitable for small populations.
- It can be time-consuming and expensive.
- There is a chance of non-response bias if the response rate is low.
- It requires knowledge of the population size and characteristics, which may not always be available.
Examples:
- A marketing research firm is conducting a survey to estimate the proportion of Zimbabweans who prefer a particular brand of soft drink. They can use a random sample of households to ensure that each member of the population has an equal chance of being selected.
- A company is testing a new product in the Western Suburbs of Harare. They use random sampling to select a representative sample of consumers from the target population. They can do this by randomly selecting addresses on each given road and then selecting these addresses to conduct interviews
