Viewpoint: We can do better
Reg Baker
Market Strategies International
Back in September I sat on a panel at the ESOMAR Congress charged with answering the question ‘Do we need to get over ourselves and stop worrying too much about representativeness, as opposed to delivering new insights?’ The discussion might well have turned into an argument about the merits of probability versus non-probability sampling, which gratefully it did not. I take that to mean not so much that the issue has been settled on the scientific merits, but rather that, given the realities of contemporary market research in which speed...