Survey research data
Introduction
A wide range of survey research data sets are available in the United Kingdom, typically
measuring items such as:
Most survey research data sets attempt to estimate the behaviour of the population at large by
designing a demographically representative sample of individuals or households matching
the age/sex and socio-economic profile of the UK. The sample size of each survey varies, but
may range from several thousand respondents to tens of thousands of respondents. Because these
samples are representative, results of the research (eg readership preferences) may be weighted
back to the population as a whole.
Several research data sets, notably the National Shoppers Survey, are not designed around a
representative sample frame but use self-completion questionnaires distributed in the
national and regional press. Because this data collection methodology relies on individuals
deciding to respond - frequently induced by money-off vouchers - the survey is self-selecting in
nature. However, results can still be weighted back to the UK population due to the
inclusion of age, sex, income and working status on questionnaires. A significant advantage of this
approach is the rolling nature of the survey - the National Shoppers Survey has collected around
9 million responses over a period of years.
Survey research data sets are widely used in marketing to target populations for product
promotion. Potential markets can be targeted geographically if the survey has been coded with a
geodemographic discriminator. The procedure works as follows:
Business Geographics can supply survey research data sets and provide programming expertise to
enable linkage between research data and geodemographic discriminators. Our
CenSys95 market analysis system provides the
facilities for product potential mapping and reporting based on any geodemographically coded
survey.
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