Sample
Strict sample oversight is part of every study
We apply stringent oversight tmake sure our national sampling plan is reliable, valid and consistent. We draw stratified random samples by region, age, gender, income and other demographic factors, ensuring the interviews are representative for demographic subgroups and markets and reducing the magnitude of any applied demographic weights.
- Respondent quality control procedures are also put in place including:
- Double opt-in recruiting
- Third-party database verification of respondents
- Digital fingerprinting technology to detect duplication at both registration and point of survey
- Consistency checks of registration data and ongoing profiling data
- Additional weighting procedures are used to reduce biases inherent in ordinary internet-based surveys, making data projectable to the total U.S. population. Our VQOT weighting algorithm balances the demographics and behaviors of the survey respondents with those of the general population. If your objective is dependent on a projectable online population, we can provide that as well.
