Technical rule [CURRENT] Standard of the Month May 2018
For a number of years, scientific surveys in the field of market, opinion and social research have been confronted
with the methodical problem that over time, the accessibility and willingness to participate of potential respondents
has fallen significantly. For the research institutes, this reduced accessibility and willingness to take part poses the
methodological problem that the response rate on its own is not a sufficient criterion for the scientific quality of
samples used in market, opinion and social research surveys. In addition to the response rate, other criteria shall
be used to assess the scientific quality of samples; these include, in particular, the generalizability of survey results.
DIN SPEC 91368 describes and determines the quality-relevant criteria and associated documentation requirements
for selecting and implementing samples which are to be noted and observed when conducting scientific surveys for market, opinion and social research. It includes the general quality criteria and documentation requirements which
are independent of the selection method, data collection mode and target group, as well as the specific criteria and requirements for particular selection methods, collection modes and target groups.