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How to turn around a nightmare of a sample request TODAY not tomorrow or sometime later...The process of pulling sample from a customer or panel database for a market research project is often considered to be a time-consuming process needing technical input to get the demographic sectors required. Regular sampling requires special routines to achieve true randomness, and contact management to ensure the same people are not picked too often. In many organisations this is a technical operation requiring specialists in database querying to manage it properly. Sampling for market research is often not at the top of the agenda for those with the database querying skills, and when it takes days or weeks to draw a sample the researcher is not going to go back to make adjustments if the result is not quite what was required. However with a sampling system in place it is possible for non-technical people to extract sample easily and quickly balance it over regions, age groups, sex and any other demographic criteria. Re-contact rules are set in advance and automatically applied. Once the market research team has control over the sampling process they can plan the research projects, check for sample availability, and spread the use of customers or panellists wisely over the projects. They can make sensible judgements to compromise when there are sample shortages, and make sure that the available sample is used to best effect. MARSC is a unique sampling tool designed specifically for the market researcher. It can sit alongside a database and allow researchers to pull their own sample without affecting the integrity of the original data. Its effect is to empower those in market research to maximise the quality of information they can feed back to the business. To discuss any part of this article
please feel free to email Nicky Forsyth at nickyf@centurion-ms.co.uk
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