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

1. More than the length, it is the
quota that complicates matters

2. Quota sampling is bad!
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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?
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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?
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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!
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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!
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7. Thank you
www.juxtconsult.com
www.getcounted.net
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