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How can you ensure that your sample captures the opinions of all relevant groups?

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Sampling is a crucial step in marketing research, especially when you are developing a new product or service. You want to collect data from a representative group of potential customers who can provide you with valuable feedback and insights. But how can you ensure that your sample captures the opinions of all relevant groups, and not just a biased or homogeneous subset? Here are some tips to help you design and select a sample that reflects the diversity and complexity of your target market.

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Vicente Carrasco

Data & Analytics | Data Management | Data Ecosystem | Founder @ Leprcon (EPA 20) | Head of Data @ Tenpo

1 Define your population

The first step is to define the population that you want to study. This is the group of people who share some common characteristics that are relevant to your research objective. For example, if you are developing a new app for fitness enthusiasts, your population might be people who exercise regularly and use smartphones. You need to specify the criteria that define your population, such as age, gender, location, income, behavior, preferences, etc. This will help you narrow down your scope and identify the segments that you want to include in your sample.

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Vicente Carrasco

Data & Analytics | Data Management | Data Ecosystem | Founder @ Leprcon (EPA 20) | Head of Data @ Tenpo
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This is true for most of the cases, but you also have to consider possible biases we me have in the process of defining the constrains of the sample. For example, we have preconsived bias of who may or may not be interested on the fitness app proposed before, which in this case is for active people who do sports, but there is always a bigger scope whom could be intrested. Usually I recommend be open to any type of data points for a "population distribution" screening before deep diving into a more constrained sample.

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Carmen Chieng Cueva

CEO at Influye Digital| Transformación Digital e IA
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That is what marketing is based on in the topic of consumer research. Without that fundamental step, you cannot achieve the other steps or make strategies or apply the 4ps.

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2 Choose your sampling method

The next step is to choose a sampling method that suits your research design and budget. There are two main types of sampling methods: probability and non-probability. Probability sampling means that every member of the population has an equal chance of being selected for the sample. This ensures that your sample is random and unbiased, and that you can generalize your results to the population. Some examples of probability sampling are simple random sampling, stratified sampling, cluster sampling, and systematic sampling. Non-probability sampling means that you select the sample based on some criteria other than random chance, such as convenience, availability, or judgment. This means that your sample is not representative of the population, and that you cannot make statistical inferences from your results. Some examples of non-probability sampling are convenience sampling, quota sampling, snowball sampling, and purposive sampling.

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Carmen Chieng Cueva

CEO at Influye Digital| Transformación Digital e IA
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Research is essential to determine the public's opinion, but it is based on the method that you consider appropriate according to the product or service to be analyzed.

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3 Determine your sample size

The third step is to determine how many people you need to include in your sample to achieve your research goals. The sample size depends on several factors, such as the level of confidence, the margin of error, the variability of the population, and the response rate. The level of confidence is the degree of certainty that your sample reflects the population. The margin of error is the range of possible error that you are willing to accept in your results. The variability of the population is the degree of difference or diversity among the population members. The response rate is the percentage of people who agree to participate in your survey or interview. Generally, the higher the level of confidence, the lower the margin of error, the higher the variability, and the lower the response rate, the larger the sample size you need.

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Carmen Chieng Cueva

CEO at Influye Digital| Transformación Digital e IA
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Keep in mind that we are talking about quantitative research but we have not talked about qualitative research where the insights are found and have not been taken into account.

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4 Recruit your sample

The final step is to recruit your sample from the population using your chosen sampling method. You need to ensure that your recruitment process is ethical, transparent, and respectful. You should inform your potential participants about the purpose, benefits, and risks of your research, and obtain their informed consent. You should also respect their privacy and confidentiality, and avoid any coercion or deception. You should also monitor and evaluate your recruitment process to ensure that you are reaching your target segments and achieving your desired sample size and quality.

Sampling is not a simple or straightforward task, but it is essential for conducting valid and reliable marketing research. By following these tips, you can ensure that your sample captures the opinions of all relevant groups, and that you can use your data to make informed decisions for your new product or service development.

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Huzefa Mandasaurwala

Academic-Turned-Industry Researcher | Behavioural Science | Consumer Insights | AI In Healthcare | Public Policy | Market Research
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Profile, then recruit respondents. Well-defined screening criteria upfront allow for finding eligible, willing participants. In a project exploring luxury shopping attitudes, we screened extensively on past purchase behaviour and demographics to identify premium credit card holders first before recruiting. Incentivize time, not response bias. While incentives improve participation rates, they can skew objectivity if tied to specific responses. Small unconditional thank-you gifts kept respondents motivated while reducing directive bias during interviews. Over-sample minority segments. Views of smaller subgroups like teenagers or seniors in a general population sample can get drowned out or lack statistical power for sub-analysis.

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Carmen Chieng Cueva

CEO at Influye Digital| Transformación Digital e IA
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It is not easy to recruit the target audience for a sample and it became more acute during the pandemic, but it is worth highlighting that ultimately having the client's opinion and thus making strategies is super important.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Carmen Chieng Cueva

CEO at Influye Digital| Transformación Digital e IA
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Now I am doing qualitative research and it is interesting how the techniques are different and how insights can be identified, which quantitative research does not.

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How can you ensure that your sample captures the opinions of all relevant groups?

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1 Define your population

2 Choose your sampling method

3 Determine your sample size

4 Recruit your sample

5 Here’s what else to consider

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