instruction: Explain how sampling bias in Voice Of Customer research could adversely affect a marketing analysis of customers' post-purchase experience with a product.
output: Recently I bought a TV from Amazon after extensive research and analysis. The TV manufacturer promptly followed up two weeks after the purchase. The post-purchase experience survey had questions like the following: 
  
  
  ·  	Did you buy it from a store/online? 
  
  ·  	Are you satisfied with your order? 
  
  ·  	Which store did you visit? 
  
  ·  	Was the self-assembly instructions easy to follow? 
  
  ·  	What other items would you consider purchasing from our brand? 
  
    
  The above questions were too generic from the TV manufacturer, and they missed the mark in identifying me as a persona and my buying criteria. I bought the TV for my basement as a secondary TV, and I picked a TV brand with standard features to be cost-effective. Below are a few sampling biases from the survey 
  
  
  Buyer’s criteria 
  
  The survey didn’t identify the TV for primary usage. I purchased this as a secondary TV, and my expectations were low, but I’m satisfied with the TV. I wouldn’t have picked this brand if this was my primary TV purchase. This is a classic example of sampling bias where the survey didn’t identify my buying criteria and resulted in skewed results. 
  
  Audience segmentation 
  
  As a millennial, my primary purchase channel is online. I rely heavily on YouTube reviews and blogs for my research. The TV survey aimed at in-store purchases and needed to capture the online experience correctly. This type of sampling bias results in incorrect market analysis.