Paper 2 · June 2019 · Market Research
In market research, what term describes a group of respondents selected to be representative of the target market as a whole?
Model answer
sample
Also accepted: a sample
Explanation
A sample is a group of respondents selected to be representative of the views of the target market as a whole, so that findings can be generalised to the wider population.
Derived from ZIMSEC Business_studies Paper 2, June 2019, Q5