Target Group Definition and Quota Management Guide

This guide discusses the processes involved in defining target groups and managing quotas for research studies. It emphasizes the importance of avoiding assumptions when determining who should be included or excluded from target groups to achieve a representative sample. The document outlines two critical elements in target group definition: identifying relevant respondents and recognizing those who do not qualify for inclusion. It also explains the concept of quotas, which are used to ensure that the sample reflects the demographics and behaviors of the overall population. The guide differentiates between nationally representative quotas and custom quotas, detailing when each type should be applied. It highlights the need to control for biases that may affect data quality and suggests that quotas should be set judiciously to avoid complications in fieldwork. Overall, the guide serves as a resource for researchers seeking to enhance the accuracy and inclusivity of their studies.