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More than the length it is the quota

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A case study on how market research needs to redefine their quota sampling strategies.

A case study on how market research needs to redefine their quota sampling strategies.


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  • 1. More than the length, it is the quota that complicates matters
  • 2. Quota sampling is bad! 2
  • 3. http://juxt360.com/relationshipsurvey/home.php?rfr=160by2 Here is a typical client brief, Total sample – 1000, top 4 metros Male Female Age group 19-25 25% 25% 26-39 25% 25% Can you spot the problem here? 3
  • 4. http://juxt360.com/relationshipsurvey/home.php?rfr=160by2 The natural proportion on the internet is, Age group Male Female 19-25 40% 15% 26-39 16% 4% So, what will happen with the quota? 4
  • 5. http://juxt360.com/relationshipsurvey/home.php?rfr=160by2 Total sample – 1000, top 4 metros Male Female Age group Quota Achieved Quota Achieved 19-25 250 2500 250 938 26-39 250 1000 250 250 As you can see, by the time we get 250 samples of women of 26-39 age group, we would have greatly overachieved on the other groups, terminating them leads to a colossal wastage, leading to HIGHER COSTS! 5
  • 6. http://juxt360.com/relationshipsurvey/home.php?rfr=160by2 Total sample – 1000, top 4 metros Male Female Age group Quota Achieved Quota Achieved 19-25 - 1000 - 375 26-39 - 400 100 100 Solution - Just give the minimum sample required for a proper analysis of the least occurring segment and let other segments fall in their natural proportions. This results in a. results and analysis on natural proportions leading to better overall insights b.LOWER COSTS! 6
  • 7. Thank you www.juxtconsult.com www.getcounted.net 7