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Disqualifier Definition

An answer to a question that makes the respondent ineligible to participate in the research project.

A disqualifier is an answer to a question that makes respondents ineligible to participate in research. Specific criteria or characteristics are used to screen out some participants. Disqualifying factors include demographics and behaviors or preferences that don't align with the objectives of the research. Disqualifiers are key in refining the participant pool for marketing research studies, as they make certain that the data collected is meaningful, actionable and applicable to the specific research. Proceeding with disqualifiers may skew research outcomes.

Who relies on disqualifiers?

For marketing professionals, researchers and analysts, disqualifiers make sure study participants represent the target audience. Excluding some potential respondents adds accuracy and relevance to research findings.

Why should I care about disqualifiers?

Identifying disqualifiers enhance the quality and validity of research. By eliminating participants from the candidacy field who don't fit a desired profile, insights from a more targeted group lead to stronger insights for decision making and strategic planning.