The incidence rate is a crucial element in market research and refers to the proportion of people in a population who meet the selection criteria to participate in a particular study. Various factors must be considered to calculate the incidence rate in online data collection, such as demographic quotas, product or service consumed, consumption frequency, cross-quotas, study complexity and duration.
As discussed in a past blog, incidence is essential in market research because it can significantly impact a study's feasibility and accuracy. If the incidence is very low, recruiting enough participants to obtain meaningful results can be difficult. Additionally, a low incidence can increase the costs and time required to complete a study.
In market research, demographic data is useful for identifying the target consumer profile and understanding how these factors influence their needs, wants, and purchasing behaviors. They are also useful for segmenting the market into specific groups with similar characteristics, allowing companies to tailor their products, services, and marketing strategies to the needs and preferences of each segment.
To estimate the incidence of an online data collection project, it is essential to consider the following points:
In online market research, the incidence rate can be calculated using the following formula:
IR = (number of cases that meet the desired profile) / (sample size) x 100
"IR" represents the incidence of the variable being measured.
"Number of cases that meet the desired profile" is the number of participants in the sample who meet the inclusion criteria of the research. For example, if researching the use of beauty products among women aged 18 to 35, the number of cases would be the number of women in the sample who meet this criterion and successfully completed the online survey.
"Sample size" refers to the total number of participants who started the online survey.
"100" is used to express incidence as a percentage.
A market research project with a 100% incidence rate would mean that all members of the target population meet the inclusion criteria in the study, which is uncommon. However, in specific cases, such as studies involving the entire target population, like a customer satisfaction survey or public opinion survey, there could be an incidence rate close to 100%. But it is still unlikely for the following reasons:
In summary, considering all factors is essential to correctly calculating incidence in the field. However, if you are uncertain of how to do this or have any other questions about incidence rate, contact us.