The Research Playbook

Recently, when asked the question: “Do you have any advice on how to cut corners on sampling?” I leaned over toward my inquiring friend and said, “Yes.”

He leaned closer to me his eyes wide with anticipation, and then I replied, “Don’t do it!”

We both chuckled, but I know my answer was not what he wanted to hear. Still my advice stands. Do not compromise you will not be happy and neither will your client. Scope the study in a fashion that uses the available research funds effectively. If you want to conduct a multi-regional study with N=2,000 to explore the market for companies that supply solar energy equipment and your budget is $25,000 your headed for trouble and disappointment.

Does this mean you cannot use your budget effectively to shed light on the research and business objective you have? The answer is of course not. However, you are probably not going to accomplish the same results as a multi-regional study with N=2,000. You will need to scale back the research and the scope of objectives you can address with a smaller budget. In fact, this money is likely to be spent more effectively on a regional qualitative study, syndicated research, or an appropriate MCS.

Thus, as others have said in many venues, all successful research starts with an honest assessment of the research objectives and the resources available to achieve those objectives. Starting with sample size or data collection method or some analytic approach that seems intriguing is likely to end in disappointment or failure; at the very least you will not optimize your research efforts and resources.

If your sampling plan is well though out and you have created the means to execute high quality data collection we congratulate you!

You can congratulate yourself too!

But realize that this is only a necessary step and not sufficient to guarantee success, questionnaire design, analysis, interpretation, and all the other steps in the continuum of a research project must also be accomplished and done well too.  However, if you do not get the sampling step right (or the questionnaire design step) you can never fully recover.

You have probably heard me harp on this point, but it’s worth repeating: Research Axiom # Two: 

You can never fully recover from either a poorly developed sample that lacks validity.

• No amount of analysis, regardless of how brilliant
• No degree of insightful interpretation, regardless of your intellectual prowess
• No manipulation of the variables, regardless of how cleverly done

Nothing can save you from a poor foundation. The building will collapse!

You may have read this in other writings we have published, but if you haven’t re-read it now and review this research axiom each time you start a research project.

In addition, if someone asks you “Do you have any advice on how to cut corners on sampling?” Lean over and say, “Yes.” Then, reply, “Don’t do it!”

For more guidance on sampling see our eBook “Sampling Dilemmas and Solutions” www.AtHeath.com/MRRC

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