Paper 1 · June 2019 · Market Research
In market research, the group of respondents selected to be representative of the views of the target market as a whole is called a ___.
Model answer
sample
Also accepted: representative sample
Explanation
A sample is a group of respondents to a market research exercise chosen to represent the views of the whole target market, since surveying every member of that market is rarely practical.
Derived from ZIMSEC Business_studies Paper 1, June 2019, Q3