Statistically representative sample

Different customer types interact with a business at different periods of time, and interact in different ways.  To ensure we get a representative sample of all consumers CARD Group interact with consumers at different times throughout a project, capturing responses within different areas of a business.  CARD Group typically requests footfall information by exit point (if available), by hour and day to understand the proportion of interviewing time we need to spend within individual areas.  We then allocate our research hours to best match the proportion of footfall by hour, by exit, by day.

When we are active within a project, each interviewer asks the next person leaving the area of interest, checking first that they have finished in the area (some people may leave an area and return in a very short space of time).  We do not ‘select’ people for participation as to do so would introduce a bias into the data.  Participation is voluntary and people are free to decline.

It is important to ensure that the number of responses collected exceeds the minimum amount needed for statistical robustness.