What is market research "sampling"?

What is market research "sampling"?

William A. Cohen (Author & Founder, Institute of Leader Arts) gives expert video advice on: What are the steps involved in market research?; What are tips for designing a survey? and more...

Ideally, in your market segment, you are aware that there are million people in my city -or 10,000 people in your city, perhaps - and that's your market. Ideally, you talk to everyone of the 10,000 to one million. But let's face it, around about number 5,731, that's getting tough, and it's very expensive. What you want to do is take a sampling from that and assume the responses you'll get are the same way everyone else answers. This market segment is not always perfectly accurate but can be okay.