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Home→The Westburn Dictionary of Marketing→N→non-representative sample bias

non-representative sample bias

Definition:
BIAS in SURVEY SAMPLING which is due to the particular sample obtained being non-representative. Simple random sampling procedures have no safeguards to ensure representative coverage of important subgroups, and thus can on occasion (not in general) generate non-representative sample bias.

Cross-References:
[bias (1)] [sample surveys]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Stephen K. Tagg], [1998].