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| Author: | Coopersmith, L. Klein, S.W. |
| Title: | On Sampling Error in Market Share Estimates |
| Journal: | Decision Sciences
1990 : Summer, VOL. 21:3, p. 626-632 |
| Index terms: | MARKETING RESEARCH SAMPLING SURVEYS STATISTICAL METHODS |
| Language: | eng |
| Abstract: | The authors reformulate the relative error of a brand's market share in terms of marketing parameters. That error strongly depends on market penetration, variation in brand and product category volume. Using real life data, the relative error is found to be large even if the sample is large. An upper bound is given which depends on measurable marketing parameters. |
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