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Statistically, a sample is a subset of a whole population. To conduct research study, it is essential to select a sample group that represents the whole target population. The chosen sample should have the same characteristics as that of the whole target population. When researchers select a sample group that does not represent the target population, it results in sampling error. Selecting the right sample group to yield the most accurate and quality data is not an easy task. So it is important to understand common sampling errors in market research so as to avoid them while conducting surveys.

Why does sampling error occur?

Sampling error occurs because we select and measure characteristics of a sample of the population instead of the whole target population.

For example, it would be easy to collect the average height of a cricket team by measuring each player’s height but when it is to collect the average height of all the people in the world, it’s impossible and unreasonable to measure everyone’s height to get the accurate result. For that, you have to select a group of people, measure their heights and get an approximate height of the population. Now since you are selecting a group of people i.e sample, your result has some degree of sampling error.

What are the common sampling errors?

Here are the following list of common sampling errors:

Population Specific Error

Population specific error occurs when the researcher fails to know who they have to target for the survey as a sample and doesn’t have a clear picture of the target population. This results in choosing an inappropriate sample for the research study. This error generally happens because of lack of knowledge on selecting a group that would be the most relevant for the research study.

Let’s consider, a company wants to add a new line of product, to capture the attention of the younger generation. But it may be possible that our target population i.e the younger generations may not have the purchasing power. Then, who should be surveyed? The younger generations or the older generations? If the older generation is targeted because of the higher purchasing power it will result in population sampling error.

Selection Error

Selection error occurs when respondents self-select themselves for participating in the survey, meaning that only those participants who are interested take part in the survey.

Source URL: https://www.teamarcs.com/blog/common-sampling-errors-in-market-research/