Business – 3.2 Market research – Sampling | e-Consult
3.2 Market research – Sampling (1 questions)
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The main limitations are:
- Sampling bias: If the sample is not truly representative (e.g., over‑representing a particular demographic), the results will systematically deviate from the population parameters, leading to inaccurate conclusions.
- Sampling error: Even with a random sample, natural variation means the sample statistic may differ from the true population value. Large sampling error reduces confidence in the findings and may require larger sample sizes or confidence intervals to mitigate.
Both issues can undermine the credibility of the research and may result in poor business decisions if not recognised and addressed.