Researching possibilities in marketing

Richard Christy, Michael Wood

Research output: Contribution to journalArticlepeer-review


Contrasts prospecting research with in-depth qualitative research and statistical survey research. Presents a simple model – in mathematical terms, and as a numerical table – to relate the size of a sample to its power in terms of exploring the diversity of possibilities in a market. One implication of this model is that effective prospecting samples tend to be larger than those that are often taken for qualitative research: smaller samples may be surprisingly likely to exclude important possibilities and underestimate the degree of diversity in a population. By implication, qualitative researchers will often benefit from an initial prospecting survey of the market in which they are conducting in-depth research.
Original languageEnglish
Pages (from-to)189-197
Number of pages9
JournalQualitative Market Research
Issue number3
Publication statusPublished - 1999


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