Targeting Audiences: Qualifying Questions and Panel Surveys

For any survey conducted with Online Panel Access sample, it is possible to ask a single screening question at the front of the survey, in order to screen out respondents who are not relevant for the survey. For example, if your survey questions were only relevant to active users of Facebook, or you did not want to measure the incidence of Facebook usage, asking a Qualifying Question at the start of the survey has two advantages:

  • All survey respondents would be relevant to answer the survey would do so, while irrelevant respondents would be screened out

  • You would only pay the cost of the sample for the respondents who qualified to take the survey.