In a short essay, discuss sampling issues facing researchers involved in international marketing research
What will be an ideal response?
When conducting marketing research in foreign countries, statistical estimation of sample size may be difficult since estimates of the population variance may be unavailable. Hence, the sample size is often determined by qualitative considerations. When statistical estimation of sample size is attempted, the differences in estimates of population variance should be recognized and factored in if possible. For example, consumer preferences for certain products may be relatively heterogeneous in markets where those products have been newly introduced. Thus, it may be a mistake to assume that the population variance is the same, or to use the same sample size across countries.
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What will be an ideal response?