Assessing Sample Representativeness in Industrial Surveys
James B. Wilcox
(James B. Wilcox is Professor
of Marketing at Texas Tech University, Lubbock, Texas, USA)
Danny N. Bellenger
(Danny N. Bellenger is Professor of Marketing)
Edward E. Rigdon
(Edward E. Rigdon is Assistant Professor of Marketing, both at Georgia State University, Atlanta, Georgia, USA)
1918
Abstract
While industrial marketing managers have long been concerned about the representativeness of sample information, few direct measures have been available of how accurately the sample represents the population. Suggests the use of characteristics available from sources external to the survey process as a basis for such assessment. Presents procedures for gathering, analysing and interpreting such surrogate measures.
Keywords
Citation
Wilcox, J.B., Bellenger, D.N. and Rigdon, E.E. (1994), "Assessing Sample Representativeness in Industrial Surveys", Journal of Business & Industrial Marketing, Vol. 9 No. 2, pp. 51-61. https://doi.org/10.1108/08858629410059834
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited