Small sample market research

Author: Timothy Bock and John Sergeant

International Journal of Market Research Vol. 44 Quarter 2, © 2002 The Market Research Society


Numerous market research studies are conducted with small samples of data. Many of these data are described as ‘qualitative’. Researchers do not always appropriately take into account the size of the sample when drawing inferences about populations from small samples of data. In this paper we present some rules  of thumb that may be employed when attempting to draw inferences from small samples, such as those typically used in qualitative research.

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