Question

Discuss the importance of choosing a representative

Answer 1

Answer:

Representative samples are important as they ensure that all relevant types of people are included in your sample and that the right mix of people are interviewed. If your sample isn't representative it will be subject to bias. ... The reason for the inaccuracy of the poll was an unbalanced, unrepresentative sample.

Explanation:

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Answer 2

What are representative samples?

For most market research surveys it is impractical, in terms of time, budget and other factors, to interview everyone in your target population. To get a view of how the population of the UK feels we don’t need to interview everyone in the country, instead we ask a sample for their opinions.

As far as possible the sample of people interviewed should be representative of the target population. To be representative the characteristics (demographic, attitudinal and behavioural) of the people interviewed should, as far as is possible, match those of the entire target population. As a group the people interviewed should look no different to those we haven’t spoken to.

Why are representative samples important?

Representative samples are important as they ensure that all relevant types of people are included in your sample and that the right mix of people are interviewed. If your sample isn’t representative it will be subject to bias. Certain groups may be over-represented and their opinions magnified while others may be under-represented.

One of the most famous examples of sample bias was the 1936 poll carried out by The Literary Digest in the US ahead of the presidential elections. Around 10 million questionnaires were mailed to subscribers and 2 million completed surveys sent back. Based on the results of the survey The Literary Digest predicted that Alfred Landon would beat the then president Franklin D Roosevelt. However, when it came to the actual election Roosevelt won by a landslides.