The purpose of this article is to present, by example, a procedure for determining sample size that would be useful in those marketing research projects which gather primary data by questionnaire. A sample questionnaire that seeks to determine several population parameters in one study is presented and a procedure is suggested for determining the sample size for the study.
Get full access to this article
View all access options for this article.
References
1.
Boyd, H. W. , R. Westfall, and S. F. Stasch (1985). Marketing Research: Text and Cases. Homewood, IL: Richard D. Irwin.
2.
Churchill, G. A. (1988). Basic Marketing Research. Chicago: Dryden Press.
3.
Cowley, G. , and M. Hager (1989). "Kicking a Deadly Habit."Newsweek, 113 (January): 60.
4.
Dillon, W. R. , T. J. Madden, and N. H. Firtle (1987). Marketing Research in a Marketing Environment. St. Louis: Times Mirror/Mosby.
5.
Kress, G. (1988). Marketing Research. Englewood Cliffs, NJ: Prentice Hall.
6.
Parasuraman, A. (1986). Marketing Research. Reading, MA: Addison-Wesley.
7.
Zaltman, G. , and P. C. Burger (1975). Marketing Research: Fundamentals and Dynamics. Hinsdale, IL: Dryden Press.
