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We find respondents for you from relevant target groups.

Target group specification is derived from defined research goals, i.e. specification of who we want to interview according to whose responses most interest us. The sample of respondents can be either fairly general such as population 15+, men 18+, …, or more specific,  e.g. consumers of specific brands, decision-makers, …

Target group selection

AGE (e.g. 15+, 18+, 18-55, 15-29, children, …), SEX (women, men), EDUCATION (e.g. school-leaving exam, University, …), INCOME or SOCIO-ECONOMIC CLASSIFICATION  (E.g. above-average income, ABC1, …), RESIDENCE OR RESIDENCE SIZE (e.g. South Bohemia region, Ostrava, 100.000+ inhabitants, …), MARITAL STATUS (e.g. single, living with partner, living with children, …), OCCUPATION or FIELD (e.g. parental leave, employee, higher management, businessman, building industry, IT, …), RELATION TO THE PRODUCT (e.g. consumers, potential consumers, …), USE OF PRODUCTS AND SERVICES AND THEIR BRANDS (e.g. Internet banking, main bank, preferred store, cigarettes brands bought, phone operator, …), USE OF MEDIA AND INTERNET  (e.g. daily Internet users, newspaper readers, listeners of certain stations, …), EQUIPMENT (e.g. owners of a smartphone, new car, people renting apartments, dog owners, …), ACTIVITY ON SOCIAL NETWORKS (e.g. Facebook or Twitter users, …), CUSTOMER CHARACTERISTICS (e.g. B2B, B2C, …), PSYCHOLOGICAL PROFILE (e.g. working habits, communicativeness, …) and many OTHER CHARACTERISTICS.

Sample size

The sample size will affect the reliability of outputs and possibility of further analysis. When determining outputs for various segments, it may be necessary to put together a sufficiently large sample to permit in-depth analysis. It is thus ideal to determine the sample size in co-operation with the Client.

Sample representativeness

To facilitate conclusions from the outputs of the quantitative survey, the sample should be as representative of the target group as possible. Therefore, in addition to meeting the criteria for selection to the survey, we monitor the sample structure in other respects, e.g. sex, age, education, residence size, region etc. The selection of the sample structure is conditioned by the characteristics of the target group, the sample size, the methods of selection of respondents and their proportion in the population.

Selection method

The last often-mentioned matter is the method of sample selection. The most common selection type is quota selection, which specifically seeks respondents who meet certain criteria. In extensive and methodologically demanding surveys we apply some forms of random selection – e.g. the random walk method, where the interviewers address the respondents according to a certain key and alight on those respondents who match the characteristics of the target group. Recommendations for the right method of sample selection depend on the goals of the survey, collection methods and requirements for the schedule and budget. We are happy to discuss the use of alternative selection methods.