Viewpoint: Getting back in the frame

Trevor Sharot

In his editorial, Trevor Sharot discusses the history of surveying for market research and the difficulties that are posed modern-day.

Getting back in the frame

Trevor Sharot

Red Research

When I entered the market research business in the 1970s, there was (in the UK) a simple choice as to how to draw a sample for a survey of the general population. If a random sample was required, then the Register of Electors was used as the sampling frame. This was generally the case when quality was of prime importance, as in most social and governmental research. The same rigorous standards were applied to ongoing surveys, such as omnibus and media and consumer panels. Panels were an interesting case, for which...

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