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Glossary

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Population Definition

The collection of all objects that are of interest to the statistician. The elements of a population may be called units or subjects. Also known as the universe.

In marketing research, a population refers to the entire group of individuals, households, organizations or entities that share a common characteristic relevant to a specific study. It is the group from which a sample is drawn and about which the researcher aims to draw conclusions.

What are key aspects of a population in marketing research?

• Defines the full scope of potential respondents for a study.
• Can be consumers, businesses, users or other target entities.
• Must align with the research objective and eligibility criteria.
• Serves as the basis for sampling and generalization.
• Characterized by demographics, behavior, geography or psychographics.
• May be finite (specific customer base) or infinite (broader public).

Why is a population important in market research?

A clearly defined population ensures that research findings are accurate, relevant and generalizable. It helps researchers identify who should be included in the study, guides sampling strategies and supports valid conclusions that inform marketing decisions and strategies.

Who relies on a population in marketing research?

• Survey researchers designing sampling frames.
• Statisticians estimating population parameters.
• Market segmentation analysts defining target groups.
• Product teams tailoring features to user populations.
• Advertising teams aligning messaging with target demographics.
• Policy researchers studying specific consumer groups.

How do market researchers use a population?

Market researchers use the concept of a population to define the boundaries of their study and determine who the research is intended to represent. Whether targeting all smartphone users in a country or a specific segment like urban Gen Z shoppers, researchers carefully specify population criteria to ensure that the sample accurately reflects the larger group. This definition guides recruitment, data collection and analysis, allowing for confident generalizations and actionable insights. By aligning research design with a well-defined population, marketers can make informed decisions about products, services, messaging and strategy.