Basics of Audience Sampling

Audience sampling is identifying the general population you want to learn about and defining a sample or subset of that population you will survey to project research findings to the general population. Well-executed research will use an audience sample that is randomly selected from the population and representative of the population as a whole.

For quantitative research exploration, we determine a sample size that optimizes the statistical significance of your data. Validity and reliability checks are also incorporated in survey development and data collection to ensure that the data is trustworthy.

For qualitative research exploration, the ability to generalize and project research findings is not a typical goal. Rather, we screen research participants to make sure that we are interviewing and engaging with the physicians, healthcare workers or patients that will provide us with the most relevant information, qualitative detail and emotional context necessary to develop the best messaging for communications to target back to those audiences.

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