Abstract:

This paper is about some of the practical problems, and opportunities, of quantitative research in non-domestic markets. It deals with day-to-day questions of universe definitions, sampling frames, sample sizes and fractions, grossing up to universe levels, analysis and weighting, and finally the effect of sampling and field design on the cost of industrial marketing research. Most of the examples used are of cross-industry surveys, but the principles apply equally to projects in single industries.