Today, depending on topic, goal and budget, all kinds of sampling methods are being used, in order to collect consumer data for research in the wine business. However, it is questionable which survey method is able to generate data that does represent the entire population. Due to quota sampling advantages and disadvantages pdf sampling method, three of the surveys were representative of the socio-demographic structure of the German population in terms of six demographic variables that were selected for the quota sampling.
Regarding the behavioural characteristics of consumers, the face-to-face data delivered the best results, followed by the telephone interviews and finally the online quota survey. Face-to-face surveys still deliver the most representative results. Telephone surveys may provide a good alternative, but we would advise use of a larger sample. The online quota survey needs to be corrected, while in the case of snowball sampling, one should relinquish representativeness. Peer review under responsibility of Wine Economics and Policy. 2013 Production and hosting by Elsevier B. A visual representation of the sampling process.
Two advantages of sampling are that the cost is lower and data collection is faster than measuring the entire population. In business and medical research, sampling is widely used for gathering information about a population. Successful statistical practice is based on focused problem definition. A population can be defined as including all people or items with the characteristic one wishes to understand. Sometimes what defines a population is obvious.