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Sampling Unit

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Sampling Unit

A sampling unit can refer to any single person, animal, plant, product or ‘thing’ being researched

In the context of market research, a sampling unit is an individual person.

The term sampling unit refers to a singular value within a sample database. For example, if you were conducting research using a sample of university students, a single university student would be a sampling unit.

Another example of a sampling unit could be if you were conducting online research with 50 households, one household would be a singular sampling unit.

Sampling units are taken from an entire population, such as a country, customer database or region, and put into a smaller group to form a research sample. This group of units is then used to research, analyse and draw conclusions on.

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