Business researchers working with clients who serve the business-to-business market are also sampling from a small population; that is, the number of customers for a company selling to the business sector may be several hundred or fewer.

This contrasts with the several thousand customers for a company selling to consumers. In this situation, the question arises: “What is an adequate sample size?” This is because using a sample size formula can result in a sample size that cannot be achieved. In such a situation, it is typical to interview 10–20 percent of the total number of individuals in the population.

Also, a minimum sample size of thirty is recommended, and larger if possible. In all situations dealing with sample sizes this small, it is necessary to examine the characteristics of the sample respondents to ensure they are reasonably representative; that is, do the respondents represent all types of customers, such as larger and smaller businesses, or only one type? If all types of customers are not represented in sufficient numbers, then the findings must be interpreted accordingly.

Many issues must be considered in selecting the best sampling method and the proper sample size. Consider the issues posed in the Business Research Dashboard on women’s usage of the Internet.