Skip to Main Content
* UC Irvine access only

Entrepreneurship: Research Methods & Sample Size

This guide supports UCI’s innovation and entrepreneurship community by connecting users to relevant resources used to conduct research throughout the entrepreneurial process.
URL: https://guides.lib.uci.edu/entrepreneurship

Research Methods & Sample Size

For market validation research, three common research methods are surveys, interviews, and focus groups. For more information on these, and other research methods, see: Chapter 2 of The Handbook for Market Research for Life Sciences Companies.

Method Definition Pros Cons
Surveys Participants are asked to respond to a pre-defined series of questions. Can include both open- and closed-ended questions. Can yield a mix of quantitative and qualitative feedback, depending on how the survey is designed. Can be conducted in-person, by telephone or mail, or online.
  • Cost-effective way to reach greater number of participants.
  • Option for participant anonymity.
  • The rise of “survey fatigue” – the frequency with which individuals receive surveys may reduce response rates.
Interviews One-on-one conversation between the researcher and the participant. Usually involve open-ended questions. Yields mostly qualitative responses. Can be conducted in-person or virtually. Option for audio/video recording of responses.
  • Can explore topic more in-depth.
  • Flexibility - can adjust questions based on participant’s responses.
  • Can involve substantial time and/or money.
Focus Groups Discussion of a topic amongst a small group of participants. The researcher facilitates the groups’ discussion by asking questions and observing responses. Yields mostly qualitative responses. Can be conducted in-person or virtually. Option for audio/video recording of responses.
  • Receive feedback from multiple participants at one time (can be more efficient than one-on-one interviews).
  • Interactions among participants can provided additional insight for the researcher.
  • Potential for “group think” – the desire to conform to the opinions of the group may reduce the quality of participant responses.
  • One participant may dominate the session, preventing others from sharing their opinions.
  • Participants may be less forthcoming in a group setting.

What should my sample size be?

A sample is a portion of the larger population that you are researching. There is not one, “standard” sample size that applies to all primary research projects. A sample size that is too large may present issues regarding time and money, while a sample size that is too small may invalidate your results. Consider the size of your market and use your best judgment when determining your sample size.

For more information, see: Chapter 1 of The Handbook for Market Research for Life Sciences Companies.

Access Key

UCI – Authorized Affiliates
Access requires an active UCInetID and password.

UCI
Access is available to all users physically on the UCI campus.

Remote access is available to users with active UCInetID and password using the VPN.

Public
Access is generally available to all users.

Connect

Electronic Resources:
How to Connect

Connecting FAQs:

Test My VPN Connection

Usage Policy
& Guidance