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... > social science subjects > social research > research methods and evaluation > research design > sampling > representativeness

Preferred term

representativeness  

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]

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URI

https://concepts.sagepub.com/social-science/concept/representativeness

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