Journal article
Zur Bedeutung der Datenbasis für Stichprobenerhebungen

Publication Details
Eckey, H.; Mann, A.; Türck, M.
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Planung & Analyse
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The article concerns the issue of using data of the official statistics to do representative market research. It becomes clear that most samplings need official data independently of the screening technique in order to check, if the sample is representative. Note that representative samples are the basis for founded marketing decisions. However, the data of the official statistics in Germany are based on an updating of the census data, which are nearly 20 years old. So, these official data are erroneous, which makes the evaluation of representativeness difficult. Therefore, a participation of Germany at the EU-wide census in 2010/11 is from a market research perspective desirable.

Last updated on 2020-16-09 at 15:33