by Mark Goodin
http://www.websitemarketingplan.com/techniques/qualitative-research.htm

Similar to the classic marketing mix for products and services, getting quality respondents for your qualitative market research has a mix of ingredients, too. They are who, why, what and where. WHO is being targeted, WHY should respondents care, WHAT’S in it for respondents and WHERE will the respondents come from? Here’s how each of these critical elements impacts your fieldwork.