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From a market research perspective, you must be assured that you are conducting your survey with a random sample that, at least theoretically, gives each person in your population an equal probability of being selected to participate in the survey.
The key word here is “population.”
A legitimate quantitative market research study is only valid if careful and appropriate parameters are set and adhered to in order to validate that the sample effectively represents the population you are studying.
In some cases, online surveying does not provide adequate reach into populations (nor might other data collection methodologies).
Depending on the demographics of phone penetration, for example, which I discussed in a previous post, phone surveying may not reach specific demographic groups. Again, caution is advised.
My point here is that your quantitative market research company must be able to provide you with a logical, rational, plausible explanation of both the upsides and downsides of the data collection methodology they propose for the population you need to reach.
Comments welcome.
Dr. Bob
