{"id":51318,"date":"2021-10-07T12:26:25","date_gmt":"2021-10-07T16:26:25","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=51318"},"modified":"2021-10-07T21:52:19","modified_gmt":"2021-10-08T01:52:19","slug":"stratified-random-sampling","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/stratified-random-sampling\/","title":{"rendered":"Stratified Random Sampling: A Powerful Marketing Tool"},"content":{"rendered":"

Marketers aiming their brands at large segments need to find a common thread. What I mean is this: Find the core connection that motivates people with similar demographic<\/a>, behavioral<\/a>, or psychographic<\/a> characteristics. Indeed, marketers rely on these “threads” to guide their messages, promotions, and branding.<\/p>\n

<\/div>\n

Many believe that commonality is a natural dynamic of human behavior, fashioned by our peers, personalities, families, schools, and community leaders. Moreover, it holds the secret to retaining your loyal customers and preventing customer churn. It’s one thing to know there’s a significant trigger that can fire up the emotions of many consumers to favor your product, but finding out what that may be is quite another. That’s where stratified random sampling comes in.<\/p>\n

<\/div>\n

\"market<\/p>\n

<\/div>\n

What is stratified random sampling, and what is a stratified sample?<\/h2>\n

Picture this: Atlanta city and districts are home to millions of people. Among them \u2014 a relatively small sliver \u2014 are Hispanic females with a college education, ages 25 to 35, unmarried but earning more than $60,000 annually. Hypothetically, it may be a huge target market for a Latin American apparel brand if the company can get this group’s attention and interest.<\/p>\n

<\/div>\n

At the last count, there were over 300,000 people matching the demographics as described above. Of course, this is not an actual situation, but it is a realistic one. It typifies the type of customer profiles that thousands of businesses throughout the USA look at every day to carve out viable markets.<\/p>\n

<\/div>\n

Surveying every potential consumer in a defined group numbering in the hundreds of thousands (or even many fewer) isn\u2019t feasible. On the other hand, statisticians point out that if you can understand the minds and feelings of, say, 2,000 of them, you’ll get a picture of how the mass segment will react given the same need situation. The problem is that the target market as described above divides further into subgroups called strata, with significant inter-strata differences. Surveys following on the heels of subdivision identification could quickly reveal the common threads that stir each subgroup\u2019s members to buy a brand.<\/p>\n

<\/div>\n

The mindset behind it is that there’s no one, big amorphous marketplace. Rather, it branches out into separate lanes, each one leading to a highly defined target.<\/p>\n

<\/div>\n

So, stratified random sampling covers how to:<\/p>\n

<\/div>\n