Sampling and statistics are fundamental aspects of market research activity since almost all market research is conducted using samples. In order that a sample can provide the most representative and unbiased data about a population, a sample must be properly selected and the right sampling method chosen. Equally important is that the results of the sample can be analyzed and interpreted using statistical theory. This book provides clear information and guidance to help the researcher to understand the main principles of sampling, become familiar with the sampling methods available, review the sample designs used in practice, select a sample properly for the most accurate results, become familiar with basic statistical concepts, and produce accurate research results using statistical analysis. In an industry where researchers are often thrown in at the deep end and forced to learn their skills by looking over other people's shoulders (with the danger of inheriting their flaws), this guide to good practice enables readers to avoid costly errors and develop skills through experience from a sound base of knowledge.