Small Sample Market Research

John Sergeant and Timothy Bock

Discusses the dangers of drawing inferences from small samples of data, such as is typically done in qualitative research projects.
  

Small Sample Market Research

Timothy Bock, University of Sydney and  John Sergeant, Eureka Strategic Research

INTRODUCTION

Our researchers speak both languages, qual and quant, states the owner of a research company, hoping to sustain its position in an increasingly specialised research industry. The past few decades have seen some researchers and research buyers view qualitative and quantitative research as viable alternative research methods and philosophies. Such a conclusion has merit only through its avoidance of conflict. The relativism that pervades the modern research industry is fraught with danger buyers of research...

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