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To be useful, the sample chosen must be representative of all consumers (the population). In a random sample, every potential respondent has an equal chance of being chosen, random numbers can be used to do this. To reduce the length of time, a systematic sample can be used. This is where every100th or 1000th person on a list like a telephone directory or the electoral register is chosen...
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In a quota sample, the sample is broken down or stratified. One problem with a quota sample is that any people that fit the description can be asked to complete the survey. A stratified random sample may get round this problem. It is a quota sample where all the respondents, the people being interviewed must be chosen at random...
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