Sample (marketing)


A sample is, in the field of marketing, that group of people selected to participate in market research, representative of a universe.

Generally, it is sought that this group is extrapolated, that is, that it represents well the group from which information is to be collected.

What are samples used for in marketing?

When conducting marketing research, be it a simple survey or a much more ambitious job, not the entire target population, technically called the universe, can participate in it. For this reason, by means of calculations, the sufficient number of people necessary is established so that the data is credible, has meaning and value, and is extrapolated, that is, it can be applied to the entire universe.

Two different techniques are generally used to establish a sample:

  • Random sampling: Random.
  • Non-random sampling: It is selected directly.

Marketing sample example

Let's imagine that a company wants to improve its flagship product and relaunch it on the market: An HD quality projector.

For this product variation to be a success, it is necessary to know the tastes and expectations of the consumers, as well as their intentions.

To select a sample we must be clear about who we must know the information and try to make it as representative as possible.

The product is of quality and has a somewhat high price, so it will be aimed at an audience of 25 to 65 years old, with computer skills, interested in movies and television series, and with a medium-high purchasing power.

Once this is specified, the next step is to gather people who meet these conditions, who will be the sample, and can be representative of all the people who meet these conditions.

4p’s of marketing

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