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On Sampling Error in Market Share Estimates *
Author(s) -
Coopersmith Lewis,
Klein Steven W.
Publication year - 1990
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1990.tb00339.x
Subject(s) - estimator , market share , econometrics , sample (material) , market penetration , observational error , sampling error , product (mathematics) , approximation error , sampling (signal processing) , statistics , marketing , mathematics , computer science , business , telecommunications , chemistry , geometry , chromatography , detector
The relative error in the usual estimator of a brand's market share is reformulated in terms of marketing parameters. Such error is shown to be influenced in an important way by market penetration, as well as by variation in brand and product category volume. Of particular interest is the result that the relative error does not depend on the actual share level. Using data from a marketing research firm that supplies share estimates to the health products industry, we find that the relative error may be substantial even when a large sample is available. An upper bound on this relative error is obtained using marketing parameters that can frequently be measured using industry data and a company's internal records, thus reducing the level of judgmental input required in the planning of sample surveys.