Many assume that rigorous market research always works with random samples or probability samples. This assumption is not true. There are many studies that require purposive sampling instead. Purposive sampling involves finding people with specific characteristics or qualities, even if they do not fully represent the whole population, because these specific people can provide unique insights or data that are difficult to get otherwise.
An article in the October 2010 issue of the Journal of Marketing Research offers research to this point. The authors identify a unique profile of consumers who are measurably better at developing, testing, and reacting to new product ideas. The personal qualities these consumers possess include (quoting from the article): (more…)