methods
type: Collection
type: ConceptGroup
member: representativeness

documentary research
type: Concept
narrower: representativeness

representativeness
type: Concept
broader: sampling
broader: documentary research
definition: the degree to which advertising research data and results generated from a sample can be generalized to a larger population; e.g., the degree to which television viewing habits found in a sample survey of television viewers can be generalized to the national television viewing audience. Also, in test marketing, the similarity between the test market and the full, large-scale market.. [Source: Dictionary of Marketing Communications; Representativeness]

sampling
type: Concept
narrower: representativeness