Chapter 4 · Sampling · Slide 137/274

Sample Sizes Used in Marketing Research Studies

Rules of thumb from practice

4.4 · Sample Size Rules of thumb from practice

Type of study	Minimum size	Typical size
Problem identification studies (e.g. market potential)	500	1.000 – 2.000
Problem-solving studies (e.g. pricing)	200	300 – 500
Product tests	200	300 – 500
Test market studies	200	300 – 500
TV/radio/print advertising (per ad)	150	200 – 300
Test market audits	10 stores	10 – 20 stores
Focus groups	6 groups	10 – 15 groups

QUESTIONSTAR · Dr. Paul Marx 137 / 274