(La version française apparaît plus bas.)
I’m a big believer in market research. I consider it as a risk mitigation factor. Over the years, I conducted, commissioned or got involved in many market research projects; probably over a thousand.
We all know that the response rates for surveys is going down. The research community seems to accept this as a fatality. In accepting this, it also accepts the fact that we are moving away from one of quantitative research fundamentals: the need to talk to individuals who are representative of the mass of individuals.
Where do we draw the line to say: Stop! Occurrence is so low, we need to question to statistical inference.
Do we draw the response rate limit at 10%? 5%? 2%? Keep in mind we are talking about B2B research, often with precise targets. Let’s pick 2%. When 98% of a market refuses to answer questions … can…
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