statistical term representing all possible elements in a set. The universe of shoppers in the United States would consist of all shoppers in the United States. Because the large number makes a total analysis impossible, a representative sample (statistical sample) is selected for study to determine shopping habits of all shoppers.
total population, market or group of interest. For the purpose of market research, a subset of the population called a sample is selected from the universe to be investigated. In merchandising, all buyers of ski equipment would represent the total universe for ski equipment sales. In direct marketing, however, the universe represents only the available names on lists of buyers or other individuals who represent good prospects or mailing. The total universe of buyers is irrelevant for a direct marketer who has no way to identify and therefore reach them.
Some products will not be sold via direct mail if the universe of mailable names is not large enough to generate adequate sales volumes, even though the universe of buyers is enormous. For example thousands of people buy flowers from street vendors, but a product designed for those buyers could not be profitably marketed through the mail because their names are not collected.
