Small Sample Market Research

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.

[1]  D. V. L. Smith,et al.  Inside Information: Making Sense of Marketing Data , 2001 .

[2]  Abbie Griffin,et al.  The Voice of the Customer , 1993 .

[3]  Daroga Singh,et al.  Theory And Analysis Of Sample Survey Designs , 1986 .

[4]  Andrew Ehrenberg,et al.  Market segmentation for competitive brands , 1996 .

[5]  C. Fornell.  The Quality of Economic Output: Empirical Generalizations About Its Distribution and Relationship to Market Share , 1995 .

[6]  Wendy Gordon,et al.  Qualitative Market Research: A Practitioner's and Buyer's Guide , 1988 .

[7]  John W. Creswell,et al.  Research Design: Qualitative, Quantitative, and Mixed Methods Approaches , 2010 .

[8]  Paul Dupuis,et al.  Computer-Aided Qualitative Data Analysis: Theory, Methods and Practice , 1995 .

[9]  D. Goodin.  The cambridge dictionary of statistics , 1999 .

[10]  M. Patton.  Qualitative evaluation and research methods, 2nd ed. , 1990 .

[11]  유창조.  Naturalistic Inquiry , 2022, The SAGE Encyclopedia of Research Design.

[12]  M. Patton,et al.  Qualitative evaluation and research methods , 1992 .

[13]  A. W. Kemp,et al.  The Dirichlet: A comprehensive model of buying behaviour , 1984 .

[14]  Matthew B. Miles,et al.  Qualitative Data Analysis: An Expanded Sourcebook , 1994 .

[15]  Andrew Ehrenberg.  Models of Fact: Examples from Marketing , 1970 .

[16]  M. Keane,et al.  Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets , 1996 .

[17]  G. Kalyanaram,et al.  Empirical Generalizations from Reference Price Research , 1995 .

[18]  J. Lindsey,et al.  Some statistical heresies , 1999 .

[19]  Linda S. Lotto.  Qualitative Data Analysis: A Sourcebook of New Methods , 1986 .

[20]  G. Kalyanaram,et al.  Order of Market Entry: Established Empirical Generalizations, Emerging Empirical Generalizations, and Future Research , 1995 .

[21]  Sally Sieloff Magnan,et al.  Research Design: Qualitative and Quantitative Approaches , 1997 .

[22]  E. Guba,et al.  Lincoln, Yvonna, and Egon G. Guba, Naturalistic Inquiry. Beverly Hills, CA: Sage, 1985. , 1985 .

[23]  M. Uncles,et al.  Patterns of Buyer Behavior: Regularities, Models, and Extensions , 1995 .

[24]  Bobby J. Calder,et al.  Focus groups and the nature of qualitative marketing research. , 1977 .