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Sampling Techniques

Part 2. Marketing Research

  1. Wagner A. Kamakura

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02014

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kamakura, W. A. 2010. Sampling Techniques. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Duke University, Durham, NC, USA

Publication History

  1. Published Online: 15 DEC 2010


Marketing researchers are seldom able to study the entire population of target consumers, and must therefore draw inferences about the population from a sample. To ensure that these inferences are unbiased, the sample must be representative of the population. If the sample is randomly drawn, the researcher may also assess the estimation error associated with these inferences. This article discusses the steps involved in drawing samples from a population, and describes the most common probability and nonprobability sampling methods.


  • random sampling;
  • nonprobability sampling;
  • probability sampling;
  • sampling frame;
  • sampling error;
  • sampling bias