Advantages of sampling.

 

Advantages of sampling

Sampling ensures convenience, collection of intensive and exhaustive data, suitability in limited resources and better rapport. In addition to this, sampling has the following advantages also.

1. Low cost of sampling- If data were to be collected for the entire population, the cost will be quite high. A sample is a small proportion of a population. So, the cost will be lower if data is collected for a sample of population which is a big advantage.

2. Less time consuming in sampling - Use of sampling takes less time also. It consumes less time than census technique. Tabulation, analysis etc., take much less time in the case of a sample than in the case of a population.

3. Scope of sampling is high- The investigator is concerned with the generalization of data. To study a whole population in order to arrive at generalizations would be impractical.

Some populations are so large that their characteristics could not be measured. Before the measurement has been completed, the population would have changed. But the process of sampling makes it possible to arrive at generalizations by studying the variables within a relatively small proportion of the population.

4. Accuracy of data is high- Having drawn a sample and computed the desired descriptive statistics, it is possible to determine the stability of the obtained sample value. A sample represents the population from which its is drawn. It permits a high degree of accuracy due to a limited area of operations. Moreover, careful execution of field work is possible. Ultimately, the results of sampling studies turn out to be sufficiently accurate.

5. Organization of convenience- Organizational problems involved in sampling are very few. Since sample is of a small size, vast facilities are not required. Sampling is therefore economical in respect of resources. Study of samples involves less space and equipment.

6. Intensive and exhaustive data- In sample studies, measurements or observations are made of a limited number. So, intensive and exhaustive data are collected.

7. Suitable in limited resources - The resources available within an organization may be limited. Studying the entire universe is not viable. The population can be satisfactorily covered through sampling. Where limited resources exist, use of sampling is an appropriate strategy while conducting marketing research.

 

8. Better rapport-An effective research study requires a good rapport between the researcher and the respondents. When the population of the study is large, the problem of rapport arises. But manageable samples permit the researcher to establish adequate rapport with the respondents.