Sample (market research)

In market research, a sample is a sub-group of the total population chosen to participate in a study. Instead of collecting data from every member of the population – which is often impractical – researchers select a sample that can provide insights into the attitudes, behaviours, or opinions of the wider population.

For example, if studying football fans’ views on technology in football, a researcher would interview a sample of fans rather than all football fans. This sample could be structured with quotas, such as ensuring representation from fans whose teams play in different divisions.

A representative sample is one that closely mirrors the demographic, socio-economic, or behavioural makeup of the population being studied. For instance, local government research often requires a sample reflecting ethnicity, employment status, age, and other key characteristics to ensure findings accurately reflect the community as a whole.

Representative sampling is critical for making valid generalisations from the data and for reducing bias in the research results.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

We are small enough. We are big enough. We are DJS Research

We'd love to talk...

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.