Dobór próby w jakościowych badaniach marketingowych – problemy prawidłowej selekcji i rekrutacji uczestników
Selection of a sample in qualitative marketing research – issues related to the accurate selection and recruitment of participants

Summary/Abstract: The accurate selection of participants in qualitative research and subsequently their correct recruitment determines one of the key stages of research procedure. This stage by influencing the aptness of measurement decides about success in the whole undertaking. Unfortunately there is high likelihood of a number of issues to appear during its execution. The aim of the presented article is to analyze the main reasons of fault samples appearance in qualitative research that are a result of incorrect selection and recruitment of respondents. In the article there are initial recommendations concerning the ways of their elimination, including the guidelines of The Program of Interviewers Work Control prepared by Polish Association of Public Opinion and Marketing Research Firms.

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