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ACCA Applied Knowledge · Management Accounting · Sampling methods

A retailer's manager interviews the first 40 shoppers who enter the store on a Tuesday morning to assess satisfaction with the whole customer base. Which of the following is the main weakness of this approach?

The main weakness is that this is convenience sampling, a non-probability method. The shoppers may not represent all customers, such as those visiting at other times, and sampling error cannot be measured. It is quick and cheap but risks bias.

  1. AIt is a non-probability sample, so it may not be representative and sampling error cannot be measuredCorrect
  2. BIt requires a complete numbered list of all customers
  3. CIt is too expensive compared with a census
  4. DIt forces the sample to be split into strata

Explanation

Taking the first people who arrive is convenience sampling, a non-probability method. It is quick and cheap but likely to be unrepresentative, for example of afternoon or weekend shoppers, and sampling error cannot be quantified. It does not require a frame or strata.

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