Pondering Panda CEO exposes major flaws in market research sampling practice at SAMRA conference
Pondering Panda CEO Diane Gantz will be tackling one of the biggest challenges facing the research industry at this year’s Southern African Marketing Research Association’s annual conference – unrepresentative samples, which lead to invalid results being delivered to clients. Her paper, ‘Sampling – The Acid Test’, will address the flaws in traditional sampling designs, and demonstrate how coverage bias and non-response can skew the results of surveys, leading to incorrect findings. Gantz will be using case studies to show the significant advantage multiple sampling frames can deliver to clients.
“The fact is, if you are only using one sample provider, results are going to be biased, whether respondent selection is supposedly random or not,” said Gantz. “This was demonstrated yet again during the recent UK elections, where all of the pollsters failed to predict the majority win by the Conservative Party, even though some of the world’s largest research groups were undertaking polls, using traditional sampling methods. What researchers need to do in the new world of digital research is to ensure that they are conducting surveys across multiple respondent bases, chosen to ensure representivity of the target market. While this doesn’t eliminate the problem, it does mitigate it by balancing out the biases inherent in individual bases or groups, as no single base or sampling frame is free of bias. This is exactly what we’re doing at Pondering Panda, and we’ve seen dramatic improvements in validity, which I look forward to presenting later this week.”
SAMRA’s annual conference will take place on the 13th and 14th of May, at the Cathedral Peak Hotel in the Drakensberg.
Pondering Panda’s commercial success is attributed to the fact that interviews are conducted over multiple digital channels, across a variety of respondent bases, allowing for better demographic targeting and more reliable sample dispersion. Because respondents feel relatively anonymous when responding digitally, their answers are more candid than they would be in traditional interviews conducted by a fieldworker. As all information is input digitally, a rapid assembly and analysis of the data can be completed, allowing for a fast project turnaround.
Pondering Panda is continuing to grow the number of respondents it has access to in South Africa and across the African continent in 2015, growing its reach, and helping its clients gain valuable insight into African markets.
For interviews please contact Johan van der Merwe – 021 888 7083 / 078 668 7872