Sampling and Recruitment

The final quality of the research will depend in very large part on how well your business universe or population has been defined. Therefore, careful consideration needs to be given to qualifying criteria such as:

• Customer categories: should lapsed customers or prospects be included alongside current customers?
• Decision makers or influencers: should users, purchasers, and budget holders all be included?

It will also depend on the quality of the sample frame, and consideration will need to be given to:

• overall sample size
• stratification
• quotas

all of which will need to reflect the structure of the market as closely as possible.

Finally, once the sample frame has been decided, qualifying individuals will need to be identified and recruited. Some clients are able to provide lists. Where they are not, Digital Opinion is able to source them.

Indeed we can provide consultancy and guidance on all these issues to ensure that sampling and recruitment is conducted in a way which matches the needs of the research.