Sample Surveys: The Pillar of Effective Data Collection

Sample surveys are a methodology that focuses on selecting a set of individuals capable of representing the target population.

The basic idea behind the concept of sample surveys is to gather the information that will boost data collection while doing so within a specific time frame. This maximises the effectiveness of research processes by making the end result and analysis actionable.

For example: A footwear brand decides to conduct a pricing model study for a line of shoe designs launched as teenage sportswear, using conjoint analysis. This is an attempt to revive the brand from declining customer demand due to overcharging.

The study is targeted at teenage customers of the brand. However, surveying all the customers within that age group would not be practically possible. The brand requires a sample of individuals that are willing and capable of delivering significant value additions to the research by providing an accurate overview of the price points or range that is deemed fit and will provide an impetus to brand sales.

So, the brand uses a random number generator to select people to be included in the sample. This ensures that every member who is a part of the target population has an equal chance of being included in the sample of survey participants and eliminates any bias that may lead to window dressing in the survey results.

The sample, upon selection, provides their authentic responses to multiple price models using criteria such as comfort, quality, size, colour coding and other such relevant characteristics that impact customer choices. The input so provided gets summarized by using appropriate data analysis and statistical tools, to be used by multiple stakeholders and users for directing follow up actions. The quality of research is projected by how well the responses provided by the sample assist in boosting brand footwear sales.

The above example portrays the use of a subset of people to derive insights in a timely manner.