GOLD STANDARD SAMPLING
MEDIATRACKER – truly representative with Gold Standard sampling
Close to 20,000 respondents each month are selected randomly. Our algorithm generates the daily sample of respondents with zero human intervention. This completely random probability sample is the gold standard of sampling, and it ensures that there is no possibility of any attempts to influence/ skew the findings. As the fresh sample is drawn each day, it also negates the issue of patterned responses that panels are often criticized for
​A pre-determined sample size of individuals aged 18 years and older is selected daily from across the country: covering all town classes as well as villages across 36 States and Union Territories on daily basis. Sampling is carried out proportionately for age, gender, education, income, urban/rural, religion etc. to ensure that the data is truly representative of the population. This robust sample minimizes sampling bias.
Data is collected in 11 languages using CATI methodology. CATI interviews afford us the ability to cover information in greater depth and help us circumvent the issues with respondent access e.g. entry into gated communities or access to women. The detailed research instrument not only helps us measure the quantum of media consumption but also understand “Who” the consumer is & “How” the media is consumed in greater depth.