What does "High-Quality Sample" mean in Customer Research?
Representative Samples
Samples that are representative of the population are "high-quality samples." For representative samples, carefully consider your sampling procedure, randomize and avoid the errors below.
Avoid Non-Probability Samples
Example: Company A has email addresses for 20% of its customers and sends each of them an invitation to its online survey. Results of this study will not represent Company A's overall customer population because the sample is email only. This is called a "convenience sample."
Avoid the Error of Self-Selection
Example: Software Company B offers a free training video to customers who complete a survey. A random sample of 1,000 customers are invited, and 200 respond. Of the respondents, 80% are first-time users of this type of software, but 20% of B's overall customer base are first-time users. The incentive biased this self-selected sample, which does not represent B's customer population.
Avoid the Error of Non-Response
Example: Company C mails questionnaires to a random sample of 2,000 customers and 100 respond. Although the sample was randomized, the 100 are not representative. The 5% response rate is too low. The 100 respondents may have different attitudes than the 1,900 nonrespondents.
"high-quality
sample" mean?
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