What is sampling in market research?

Sampling is the process of surveying a small group and extrapolating their responses to a larger group. Instead of surveying every member of a population about what products or services they prefer, you use a sample size calculator to determine how many responses are needed from the group to obtain valid data at a particular confidence level and sampling error. This is the most common market research technique because in many cases it is impossible to survey a company’s entire customer base.