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Quota sample Definition

A sampling procedure that includes specified numbers of respondents having characteristics known or believed to affect the subject being researched. Selection is by nonprobability means. A moderator might set a quota of having half the group be users of Brand X, or one-fourth be aware of Product Y.

A quota sample in marketing research is a non-probability sampling method where participants are selected based on predefined quotas representing specific characteristics of the target population, such as age, gender, income level or geographic location.

What are the key characteristics of a quota sample in marketing research?

• Non-random selection of respondents.
• Predetermined quotas based on demographic or behavioral criteria.
• Efficient and cost-effective method.
• Ensures representativeness of key segments.
• Facilitates quick data collection.
• Potential for researcher bias if quotas are inaccurately set.

Why is a quota sample important in market research?

Quota samples allow researchers to efficiently gather representative data from specific market segments, ensuring insights accurately reflect the target audience. This method helps manage sampling costs, enhances data relevance and aids effective strategic decision-making.

Who relies on a quota sample in marketing research?

Market researchers, brand managers, consumer insights professionals, advertising agencies, product developers and strategic marketers regularly rely on quota samples to efficiently conduct targeted research.

How do market researchers use quota samples?

Market researchers use quota samples to strategically select respondents who match specific market characteristics. They apply this sampling method in surveys, focus groups, product testing and customer segmentation studies to ensure reliable insights tailored to their market objectives.