Sampling and sample size in B2B marketing: Current practices and recommendations

Sampling procedures and sample size have the potential to improve the accuracy and efficiency of business-to-business (B2B) marketing research, as well as provide added statistical rigor to research. Therefore, justifying the rationale for sampling is useful in reducing uncertainty and accomplishing high standards. This paper aims to understand the sampling approaches applied in B2B marketing through a literature review of the three most reputable journals focused on this area in the 2013–2023 period. Furthermore, the paper also aims to develop a set of best practices. Results suggest that, although quantitative research is gaining presence in B2B marketing literature, there are different areas of improvement in terms of justification, explanation of the methodology, and the use of data. Achieving a minimum sample size along with the combination of primary and secondary data, and justifying the sampling, data collection, and methods used through statistical lenses, refraining from simplistic arguments, are not only valuable sources of detailed information, but can also increase confidence in quantitative research.