FAO: Sampling in marketing research

This guide facilitates the decision about how to collect research data and how to select a sample of the population of interest so that it is truly representative.

"At the same time, the requirement that samples be representative of the population from which they are drawn has to be offset against time and other resource considerations. This being the case, choices have to be made between the mathematically superior probabilistic sampling options and the more pragmatic non-probability sampling options." (FAO 1997)


  1. Chapter Objectives
  2. Structure Of The Chapter
  3. Random sampling
  4. Systematic sampling
  5. Stratified samples
  6. Sample sizes within strata
  7. Quota sampling
  8. Cluster and multistage sampling
  9. Area sampling
  10. Sampling and statistical testing
  11. The null hypothesis
  12. Type I errors and type II errors
  13. Example calculations of sample size
  14. Chapter Summary
  15. Key Terms
  16. Review Questions
  17. Chapter References


Food and Agricultural Organisation of the United Nations (FAO) (1997). Chapter 7: Sampling In Marketing Research. In Marketing research and information systems. (Marketing and Agribusiness Texts - 4). Agriculture and Consumer Protection, FAO. Retrieved from https://www.fao.org/3/W3241E/w3241e08.htm

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