Push, Push, Push... But is Quality Getting Lost? Sample Size vs. Sample Quality

Ever wondered what it means to hear the term "push" from a market research panel's perspective? Phrases like "We need to push sample aggressively," "Push sample to close the field by EOD," or "Push all available sample" can become commonplace. But in the quest for quantity, are we sacrificing the quality of the data collected??

Sample: The Heart of Market Research?

In market research, "sample" refers to the group of respondents who participate in a study. This group represents the larger target audience, or population, the research aims to understand.? Ideally, the sample should be a microcosm of the population, reflecting its demographics, behaviors, and attitudes.?

Panels: Accessing the Right Audience?

Panels are pre-recruited groups of individuals who have agreed to participate in market research studies. These panels offer researchers a readily available pool of potential respondents, saving time and resources during the recruitment stage.? There are various types of panels, from general consumer panels to specialized ones focusing on specific demographics or industries.?

Quality Over Quantity: Why Panels Matter?

While a large sample size might seem attractive, focusing solely on quantity can be misleading.? Imagine a study on a new fitness tracker.? Surveying 1,000 random people might not yield valuable insights if only a handful are actually interested in fitness trackers.?

Panels, on the other hand, allow researchers to target specific demographics through screening questions.? In the fitness tracker example, a researcher could access a panel of health-conscious individuals who regularly use fitness devices. This targeted approach ensures higher quality data, as the respondents have a vested interest in the topic.?

Examples of Sample and Panel Access:?

Sample: A researcher might randomly select 1,000 phone numbers to conduct a telephone survey on a new laundry detergent.

Panel Access: The same researcher could access a consumer panel specifically focused on household products and target users who regularly purchase laundry detergent.?

When "Push" Becomes a Problem?

While meeting deadlines is crucial, pushing unqualified respondents to complete a survey can skew the data.? Panels often have quality control measures in place to ensure participants are engaged and provide accurate information.? When pressured to "push" unqualified respondents, the data integrity suffers, leading to misleading results.?

The Importance of Balance?

Market research thrives on a balance between sample size and quality. Panels provide access to qualified respondents, ensuring the data collected accurately represents the target audience.? By prioritizing quality over quantity, researchers gain valuable insights that drive sound business decisions.?

About Survience Research and Consulting LLP, we understand the pivotal role that sample and panel access play in delivering insightful data collection. With a dedicated team of experienced researchers, adherence to ESOMAR guidelines, and a commitment to transparency and ethical standards, we ensure that our clients receive high-quality, trustworthy insights tailored to their unique needs. By leveraging cutting-edge technology and a client-centric approach, we empower businesses to unlock their potential, make informed decisions, and navigate the complexities of today's markets with confidence.?

Reach out to [email protected] to learn more about how we can support your global fieldwork objectives.