Statistical Landmarks And Practical Issues Regarding The Use Of Simple Random Sampling In Market Researches

The sample represents a particular segment of the statistical population chosen to represent it as a whole. The representativeness of the sample determines the accuracy for estimations made on the basis of calculating the research indicators and the inferential statistics. The method of random sampling is part of probabilistic methods which can be used within marketing research and it is characterized by the fact that it imposes the requirement that each unit belonging to the statistical population should have an equal chance of being selected for the sampling process. When the simple random sampling is meant to be rigorously put into practice, it is recommended to use the technique of random number tables in order to configure the sample which will provide information that the marketer needs. The paper also details the practical procedure implemented in order to create a sample for a marketing research by generating random numbers using the facilities offered by Microsoft Excel.