The objective of sampling in marketing research is to
A) obtain responses from as many people as possible.
B) control independent variables that might influence research results.
C) select representative units from a total population.
D) ensure that measures in the study are reliable.
E) provide data that can be used to test the hypotheses being investigated.

Question

Quizplus · Accepted Answer

The objective of sampling in marketing research is to select a representative sample from a total population. This enables researchers to draw conclusions about the population as a whole based on the characteristics and responses of the sample. The other options may be secondary objectives, but the primary objective is always to obtain a representative sample.

The Objective of Sampling in Marketing Research Is to