STATISTICAL LANDMARKS AND PRACTICAL ISSUES REGARDING THE USE OF SIMPLE RANDOM SAMPLING IN MARKET RESEARCHES

The sample represents a particular segment of the statistical populationchosen to represent it as a whole. The representativeness of the sample determines the accuracyfor estimations made on the basis of calculating the research indicators and the inferentialstatistics. The method of random sampling is part of probabilistic methods which can be usedwithin marketing research and it is characterized by the fact that it imposes the requirementthat each unit belonging to the statistical population should have an equal chance of beingselected for the sampling process. When the simple random sampling is meant to be rigorouslyput into practice, it is recommended to use the technique of random number tables in order toconfigure the sample which will provide information that the marketer needs. The paper alsodetails the practical procedure implemented in order to create a sample for a marketingresearch by generating random numbers using the facilities offered by Microsoft Excel.