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Home→The Westburn Dictionary of Marketing→R→random walk

random walk

Definition:
Procedure used in interviewing which seeks to provide a degree of randomness within a non-random sampling technique. For example, if one is using a CLUSTER SAMPLING approach one may decide to select a number of representative residential areas to provide a cross section of the individuals/ households one is interested in. Having selected the area the interviewer will be given a starting point and then call on every nth person/house following a random walk or route, e.g. take alternative left and right turns at each intersection within the area boundary.

Cross-References:
[cluster sampling]

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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: [Michael J. Baker], [1998].