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Developing recruitment methodology for segmentation - EV0501

This project has been commissioned to support Defra in drafting guidance to researchers who will need to recruit within the 7 segments laid out in the Environmental Segmentation model. The project should evaluate the relative strengths of the methods used to date by qualitative research studies for recruiting to the 7 segments. In so doing, the project should also provide improvements to the current methods where possible; discussion of the relative merits of the methods should be supported by statistical analysis. As well as basing the analysis upon the original dataset gathered for the Survey of Public Attitudes 2007, the project should look specifically at the methods used in the current Defra research project on ‘Investigating Motivations’ (EV0407). While the ultimate aim of the project is to provide recommendations on the most effective methods for future qualitative recruitment, the project may also generate further implications for the preferred methodology for quantitative recruitment, based on the 17 questions identified by BMRB.
Time-Scale and Cost
From: 2008

To: 2008

Cost: £19,950
Contractor / Funded Organisations
AD Research and Analysis Ltd
Behaviour change              
Social Research              
Sustainable Consumption and Production              
Fields of Study
Sustainable Consumption and Production