Sampling Bias

What is Sampling Bias?

A systematic error that occurs when the group of people surveyed is not representative of the target population, so that certain types of customer are over-represented and others are missing. It cannot be corrected by surveying more people, because increasing the size of an unrepresentative group only produces a larger unrepresentative group.

This definition is part of the Marketing chapter in Cambridge O Level Business Studies.

Concepts related to Sampling Bias

• representative sample
• sample size
• self-selection