Abstract:

There is no doubt that the quality or rather the reliability with which findings of any type of market research can be translated into practical use, is heavily dependent on the final sample that has been obtained. The sample directly deriving from the applied sampling technique -and its control-; a technique which is directed by two elementary factors: 1. the complexity of the population from which the sample has to be drawn; 2. the problem analysis on hand. Other factors such as budget available may be of influence on the scope of the study, priorities that must be set and the like but have no fundamental impact on the sampling methods as such.