Within the online panel and sampling industry, there has been a lot of debate and discussion on the topic of routers. But the fact is, the vast majority of market research buyers don’t know much, if anything, about routers, and don’t fully understand the impact different routing processes can have on their data. Unfortunately, too often they mistake filled quotas as representative sample, which is clearly folly given the results of the ARF Foundations of Quality research in 2009 and many other research on research initiatives examining respondent sources and routing.
