For both B2B and consumer market researchers the question that lies in the back of our minds is to what degree is our sample a reasonable measure of the population(s) we are interested in? All aspects of our projects can be spot on, but if the respondents do not form a representative sample then the question of data quality arises.
How do we know if our sample is representative? There are many methods available to the researcher to ensure that the sample is free of bias. The first order of....