The population is the total group to be studied, the target population (sometimes referred to as the universe). It is the grand total of what is being measured: people, stores, homes or whatever. But since most samples in marketing research are of people, homes or stores, the term population, as we use it here, typically refers to one of these. If the purpose of the study has been well defined, the population is also well delineated. This is crucial if the study is to be significant and practical for the guidance of marketing management.
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