Reliable research depends on high response rates, and GfK MRI's are the highest in the industry.
Almost all market research involves making assumptions about a population (or market) using information collected from a small proportion, or “sample,” of that population. The sample used in GfK MRI’s Survey of the American Consumer is a strict area probability sample of adults 18 years of age and older living in private households in the contiguous 48 states.
In probability research, researchers use known attributes of a population (area, age, income, gender, education, etc.) to determine what a representative sample of that population would look like, and then randomly select qualified survey respondents until the sample is filled. The higher the response rate among randomly selected respondents, the more reliable the data.
The Survey of the American Consumer™ benefits from the highest response rates in the industry.