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Home→The Westburn Dictionary of Marketing→S→sample surveys

sample surveys

Definition:
A fundamental method of marketing and social research is the collection of data from individuals in a sample of the population of interest to produce results which can be generalized to apply to the whole population. The enquiries are QUANTITATIVE, conducted among samples by INTERVIEWS, and the results subject to analysis.

Cross-References:
[interview] [quantitative research]

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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: [J. A. Bound], [1998].