Assessing Sample Representativeness in Industrial Surveys

In: The journal of business & industrial marketing, Band 9, Heft 2, S. 51-61

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.