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Gross Incidence Definition

The percent of qualified respondents reached of all contacts made.

Gross incidence is the percent of qualified respondents reached in comparison to all contacts made in a marketing research study. More specifically, it refers to the total number of individuals in a target audience who meet the criteria for inclusion in a particular study. The number represents the entire potential pool of respondents before screening or qualification occurs. This statistic determines the overall reach and applicability of a study's target audience, thus providing a baseline for evaluating the efficiency of the research study. It helps determine whether a target audience is broad enough to draw meaningful conclusions. What’s more, comparing gross incidence to the actual qualified incidence can determine the effectiveness of the researchers’ screening process. These findings make certain the validity of research outcomes.

Who relies on gross incidence?

Marketing researchers, analysts and professionals use the gross incidence statistic to identify and understand the size of a potential audience for a particular study. In addition, businesses, advertisers and other organizations that conduct market research insights depend on this metric to gauge the scope of research and its relevance to their target market.

Why should I care about gross incidence?

Gross Incidence helps marketing professionals to calculate and understand the total pool of potential respondents within a target audience. The metric can assist professionals to make decisions about study feasibility, budget allocation and the potential impact of research.