This chapter sets out to explain the concepts behind the use of sampling in market research. It outlines some of the main options available to the survey designer and discusses the way sampling is carried out in practice. More complex topics are only introduced, with recommendations for more detailed reading.
This chapter sets out to explain the concepts behind the use of sampling in market research. It outlines some of the main options available to the survey designer and discusses the way sampling is carried out in practice. More complex topics are only introduced, with recommendations for more detailed reading. If at the end you are still not sure that you understand sampling, you are recommended to read the clear exposition by Ehrenberg; if you want practical advice on how to draw a random sample, try the chapter by Hedges; and if you want to follow the subject through in detail, go first to Kish.
The paper shows how different versions of factor analysis applied to the same data can lead to different results. In contrast, factor analyses of data which differ can lead to the same results. These are two major limitations of the technique. Two alternative analysis procedures are described. Firstly, any clusters in the data can readily be seen from the correlation matrix if the correlations are rounded to one or two digits and the variables are ordered according to the average size of their correlations. Secondly, since correlations only reflect the strength of a relationship and not its nature, a further alternative is to establish the actual relationships. This shows up the same kinds of clustering as factor or correlational analysis do at their best, but also adds real hut simple quantification. It leads to a depth of understanding and relative ease of communication which seem impressive.