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 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 lev el 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.