Marketing research is an important part of business. Thanks to it, a company chooses the right strategy, releases successful products and develops effective advertising. In order for the research results to be correct, you need to interview exactly those people who correspond to your task. For this, the so-called representative sample is used. In the article, we explain what it is and how to compile it correctly.
What is a representative sample?
A representative sample in marketing is a part of the audience being studied that has its main characteristics. This group of people has the same opinion as the majority of the target audience . Therefore, based on the results of research on such a group, conclusions can be made about the entire audience.
For example, a company from Magnitogorsk produces italy phone number list household goods. To develop a product line, it wants to study people’s attitudes to holidays and explore traditions of decorating an apartment for different dates. That is, in this case, your target audience is the entire population of the city. It is called the general population.
Let’s say you know from the census on the Rosstat website what is needed to use it that one third of the city’s population are men and two thirds are women. In order for the survey results to be accurate, you need to develop a sample that will respect these proportions.
The accuracy of the study also depends on the number of respondents. It is not enough to ask questions to one man and two women. You need to talk to such a number of people who will ensure the correctness of the results.
When a representative sample is needed
Representative sampling is used in marketing research . There italy numbers are two types of it – qualitative and quantitative.
In qualitative research
Qualitative research is focus groups and in-depth interviews. They are needed to find new ideas and hypotheses, answer the questions “Which?”, “Why?”, “Why?” and so on.
Their main purpose is to get an idea of the diversity of opinions of the target audience , rather than to form an accurate picture of the distribution of these opinions. Therefore, the sample for qualitative research can be representative, but small in terms of the number of respondents.