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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Simultaneous Optimization of Questionnaire Length and Sample Size in Marketing Research: A Matrix Sampling Approach
verfasst von : Ram Kesavan, Oswald A. J. Mascarenhas
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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This paper introduces the Matrix Sampling Approach for optimal research designs in Marketing Research. Specifically, the paper presents models for a simultaneous optimization of both questionnaire designs and corresponding sample sizes for each design, using the matrix sampling methodology. The first model incorporates no overlap, which the second does. Solution procedures for both models are indicated, and simulation results presented to illustrate the use and implications of the models. The models are then applied to a known data base, and empirical findings indicate the timely usefulness of this joint optimization process in data collection procedures.