There’s no doubt that a solid, methodologically sound sample is the foundation of every research project. Without it, we’re in danger of allowing our entire research project to collapse beneath us. But, if we agree that market research, at its simplest, is about asking the right people the right questions and understanding their answers, we need a “total quality” perspective if we are to achieve our quality goals for online research.
There are a hundred details that go into achieving high-quality results with online methodology, but my colleague Pete Cape, a member of the SSI Knowledge Team, has identified “7 Keys” to achieving the quality research results we demand from our online research investment:
