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Small Sample Market Research

69 citations0/0 files storedInternational Journal of Market Research

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Business Strategies and Management Research Survey Methodology and Nonresponse Qualitative Research Methods and Applications

Abstract

Discusses the dangers of drawing inferences from small samples of data, such as is typically done in qualitative research projects. The problem of ensuring representativeness is discussed: the dangers of convenience samples and the value of purposive sampling. Four ‘rules of thumb’ are proposed for inferences that may be safely drawn from small samples (30 or less), when one is satisfied that they are representative.

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References

1990Qualitative evaluation and research methods 1986Qualitative Data Analysis: A Sourcebook of New Methods 1996Research Design: Qualitative and Quantitative Approaches 1993The Voice of the Customer 1983A Logit Model of Brand Choice Calibrated on Scanner Data 1996Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets 1995Empirical Generalizations from Reference Price Research 1977Focus Groups and the Nature of Qualitative Marketing Research

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