The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 9: Sampling and Weighting
Sampling and Weighting
Marketing research is an information-buying business. The goal is to obtain information of sufficient accuracy at the lowest possible cost. Sampling and weighting decisions are principal drivers on both sides of this accuracy/cost trade-off and are an integral part of effective overall survey design.
This chapter is divided into five sections:
- Bias and Sampling Error, which describes the sampling-related sources of error that are at issue in sampling and weighting design.
- Sampling, with a focus on probability sampling methods. Related field execution issues are also discussed.
- Weighting, to compensate for unequal sample selection probabilities and to match a sample to population geographic, demographic, or other characteristics.
- Estimating Sampling Error, after a survey has been completed.
- Practical Advice, for evaluating surveys conducted by others and conducting your ...