Demographics & Sampling
The most important factor in the quality of a survey is the survey sample. How many men vs. women are in the sample? How many people over 80 years old? How many Republicans vs. Democrats vs. Independents?
Triton is an expert at obtaining survey samples that are highly representative of the survey’s targeted population. Several factors help Triton to be the best.
- We strive to obtain the largest possible sample size. Larger sample sizes improve accuracy and reduce margin of error. Many survey firms will cut corners and collect smaller samples to save on costs -- Triton is committed to delivering survey results that are second to none in the market place.
- The proper weighting of a sample is essential to reduce bias and ensure the sample better represents the target population. Weighting is a necessity for virtually all survey samples—yet many survey firms do not weight their results. For every survey project, Triton studies the demographics of the target population and formulates an appropriate weighting model. For example, on average women answer the phone 53-57% of the time leading to survey samples with a gender ratio that is biased toward women. To correct this, the men respondents in the survey sample are given slightly more weight so that the gender ratio more closely reflects the target population.
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- Looking to survey a hard to reach demographic group? Triton has successfully completed surveys of highly targeted populations. Some of our recent surveys targeted demographic group such as:
- Individuals who have undergone hip replacement surgery
- Parents with teenage children using Facebook
- People that work in offices more than 40 hours a week
- Voters who had seen/read certain advertisements