Is the online audience considered a representative population?
It is important to clarify exactly what is meant by a “representative” population. Typically, marketers are interested in a sample that is representative of their potential customer base, not every household in the United States (since many of the households are not part of their target market). Thus, the question becomes how to define the sample of desired respondents. Most important is that the population from which respondents are selected is large enough to prevent missing any important segments of that desired sample. MRSI has the capability to use different sampling approaches and quota controls to ensure that your sample matches your target demographics both online and offline. Most actively managed panels are fairly representative of the online U.S. population. However, if your study design requires matching other demographics, such as the US Census, MRSI has the capability to do it using specific sampling and quota techniques. We have the ability to deliver a highly differenti
