A sample is defined as

A sample is defined as

• A. The entire population being studied
• B. A small group of people who must represent a proportion of a total market when carrying out market research
• C. A random sample drawn from a population that does not represent its proportions
• D. Data gathered from secondary sources only

Answer: (B)

In market research, a sample is a smaller group chosen from the whole population so that its characteristics reflect the larger market. The option that describes this best says a small group of people must represent a proportion of the total market when carrying out market research. This captures the idea of representativeness: the sample should mirror the market’s mix so findings apply more broadly without surveying everyone. The other ideas don’t fit as well: the entire population is the whole group, not a sample; data from secondary sources refers to data type, not how a sample is selected; and a random sample from a population that doesn’t reflect its proportions would not adequately represent the market, leading to biased results.

In market research, a sample is a smaller group chosen from the whole population so that its characteristics reflect the larger market. The option that describes this best says a small group of people must represent a proportion of the total market when carrying out market research. This captures the idea of representativeness: the sample should mirror the market’s mix so findings apply more broadly without surveying everyone.

The other ideas don’t fit as well: the entire population is the whole group, not a sample; data from secondary sources refers to data type, not how a sample is selected; and a random sample from a population that doesn’t reflect its proportions would not adequately represent the market, leading to biased results.