The Researcher's Sample: A Review of the Choice of Respondents in Marketing Research

Abstract

All respondent samples reported during a 10-year span of the JMR were examined individually. On the basis of nine specific criteria, such as sex, age, and occupation, respondent samples were found to be poorly and incompletely specified. Thus major difficulties are suggested in attempts to replicate, and thereby to verify, much of the marketing research reported in the literature.