Summary
This guide outlines the principles of defining target groups and establishing quotas for research studies. It emphasizes that there is no universal approach to target group definition and quotas, as various factors must be considered. The document details the importance of avoiding assumptions when determining who should be included or excluded from the target group. It stresses the need for a representative sample and highlights the significance of including all relevant sub-groups. The guide also explains the concept of quotas, which serve to ensure that the target group reflects the demographics and behaviors of the overall population. Two types of quotas are discussed: nationally representative quotas, which apply to studies aiming to represent an entire country, and custom quotas, which are used when national representation is not the goal. The document advises careful consideration of factors that may bias data and the necessity of controlling these through appropriate quotas.
