Industry standards

These refer to those rules of thumb, developed from experience, that have become standard industry guidelines for determining how large a sample to draw. Conventional guidelines on sample size vary with the type of marketing research study as well as with the number of cells included in the study. The conventional approach to determining sample size is frequently used in non-probability designs, especially in quota samples. In quota samples, for example, the minimum number of respondents per cell is usually 50. A cell of 1000-1500 is usually considered as a reasonable sample for a national (probability) market study. Also, 200-300 per cell is the convention for a typical concept or product test.

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