Publisher's Synopsis
Excerpt from Sample Size Requirements for Zero Order Models: October 1978
Shoemaker and Staelin [ll] examined the effects of sampling variation on market share estimates of new consumer products in the Parfitt and Collins model Their results indicate that the coefficients of variation associated with the prediction of market shares for normally used sample sizes are in the range of 20% to Further, the sample size of over 2500 that is required for a coefficient of variation of l is much greater than that commonly used to estimate market share with the use of Parfitt and Collins model.
Van Mechelen [13] found the estimate of total buyers in a particular period in sprinter mod I [12] to be sensitive to small variations in input data. Specifically, he encountered coefficients of variation of over 20% given a small variance of 3% in the input data.
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