Examples of how to use quota sampling to advocate diversity and inclusion
If a company has purely commercial interests, it cannot expect to retain its clients. On the contrary, most successful ventures have leaders who possess drive and empathy for the customer experience. These motivations must also be made evident to customers by a business owners when they strive to make everyone feel valued.
With this regard, quota sampling can help you advocate for and implement inclusive business practices through your market research.
The purpose at hand is accomplished because quota sampling highlights interactions between the controlled respondent subcategories you create. In turn, the technique unearths differences in your customers’ lived experiences and opinions.
Armed with knowledge about the stark contrast between participant groups’ input, you can identify which clients feel marginalized while engaging with a business. This identification can be followed up by policies you can draft to help said clients feel accommodated.
For instance, consider that you are a consumer brand doing market research on the spending habits of a grocery store’s customers. If you use quota sampling, you can interview an equal percentage of men and women to check for variations in gender-based expenditure.
In this study, you’ll most likely conclude that each participant category spends more or less than the other based on its unique needs.
Women, you may find, could be bearing extra expenses purchasing feminine hygiene products. Knowing this, you might want to explore manufacturing a hygiene product that is more affordable for your female customers.
As part of another example, step into the shoes of a clothing brand owner who wants to see how she can serve her customers better.
Using quotas, you can conduct online focus groups with an equal percentage of clients who identify with straight and plus-size wear.
In the course of your research, you might stumble upon frustrations of the latter group, who might be angry with an apparel industry that doesn’t design size-inclusive clothing.
The responses you harness from the group in question can be evaluated against those given by people who shop for straight sizes. Comparing input from both categories can help you understand how to create products for plus-size customers that provide the same ease of access granted to a straight-size clientele.
Market research constitutes raw stones that are refined into a smooth road to roaring business success. Yet, when entrepreneurs are busy addressing their company’s growth on several fronts, they may not have the time to carry out time-consuming studies in line with such research.
This is where this targeted sample tactic enters the picture and performs well by helping you benefit from quick and convenient investigations.
Sometimes, in the absence of an easily accessible and organized sampling frame or a way to identify your whole target population, this technique may be the only resort you have to get some insights into your brand.
There is always a potential for researcher bias, nonresponse bias, and other sampling error however, the quota sample process while based in convenience sampling methods is considered more reliable than other non-probability sample methods.
A market research panel provider can also help guide you with sampling options you may not have thought of as well.
As a researcher, you must capitalize on these benefits and take your business to the next level by administering an excellent solution for your sampling woes.