How do recruiters find respondents? Are random sampling methods used?
Natalie: In Focus on Recruiting, we point to about six methods, which include referral, database files, client-supplied lists, cold contact and advertising. Most of these are not random methodologies the exception being cold contact. There are usually two main factors to consider when determining how many groups and whether or not to use random sampling cost and the different types of respondent you need to include. Sometimes a random recruit may be appropriate, when the criteria are fairly broad age, gender or region. But if, say, education is a factor, or if product usage comes into question, then the population base shrinks. The more specific and numerous the recruiting criteria, the less likely a random recruit is to be used. In my own practice, I rarely ask for a random sample of respondents, because it is expensive and usually unnecessary. Qualitative is not a numbers game, and has no statistical validity. It is best used to show a RANGE of response. A few groups on a parti
