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| Author: | |
| Title: | Selecting sample sizes for marketing research surveys. Advantages of using the coefficient of variation (Markforschungsverfahren, Statistische Methode) |
| Journal: | Marketing and Research Today
1993 : FEB, VOL. 21:1, p. 50-54 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | This paper reviews an alternative to the traditional method for calculating appropriate sample sizes in survey research, using the coefficient of variation (CV) which the authors believe has several advantages compared with other methods of estimating sample sizes. The comparative advantages of the CV-method have not been discussed in the marketing research literature and, although the CV-method has recently begun to be used by research practitioners, it has not yet been described in marketing research texts. |
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