Sample size must be limited to only what’s necessary for the MR objectives and the type of market research

• There are no fixed guidelines on sample size. It’s affected by the objectives, universe size, analysis requirements and the level of statistical confidence needed

Sample must be appropriate for the study:

• The correct respondent types, roles, level of seniority

Sample source:

• Researchers must verify the provenance of any sample sources and make enquiries and checks about the data source or usage rights as appropriate

…. the composition and size of the sample in relation to the therapy area or size of respondent pool