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Quota market research sample
Back to glossary
Quota market research sample
For example, a study on television viewing habits might specify a quota of:
20 adult men.
20 adult women.
10 teenage girls.
10 teenage boys.
Interviewers would then recruit respondents to meet these exact targets.
Unlike random sampling, a quota sample is not random, as the selection of participants is guided by the pre-determined quotas rather than chance. While this ensures that the sample reflects specific demographic characteristics, it means that statistical properties such as sampling distributions are not known, which can limit the ability to generalise findings to the broader population.
Quota sampling remains widely used because it allows researchers to efficiently achieve balanced representation across key groups, particularly when time, cost, or accessibility constraints make random sampling difficult.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
