Quota planner

Split sample by segments (gender, age, region) with target shares

Quota planner — distributes sample size across segments (e.g. gender, age, region) according to target shares or proportions.

FAQ about quota planner

Parameters

Total sample size

How many respondents to survey in total

+ Add segment

Assumptions and limitations

Shares within each segment must sum to 100%
Quotas should match the structure of the target audience
With overlapping segments (e.g. gender × age) quota cells multiply

Quotas

400

respondents

0 segment(s)

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How quotas work

What is quota sampling

A method where the sample is built to match target proportions of key characteristics (gender, age, geography). Allows a representative sample without a full sampling frame.

When to use quotas

When the sample should reflect the audience structure. E.g. if 60% of customers are women, the sample should match. Common in B2C research.

Simple vs overlapping

Simple quotas: one dimension each (50% men, 30% young). Overlapping: combinations (15% young men). Overlapping is more complex but more accurate.

Data sources for quotas

Census data, industry reports, your own CRM. Quotas should match the real distribution in the target audience.

Quota plan examples

1 Two segments: gender and age

Gender: 50% male, 50% female. Age: 30% 18–24, 40% 25–44, 30% 45+

6 cells (2 × 3). If minimum 50 per cell → 300 respondents total. Calculator shows count per cell and overall plan.

2 Gender only

Male 60%, female 40%. Minimum 100 per cell

2 cells, 200 respondents total. Simple plan for gender survey.

3 Age × region

Age: 25% 18–24, 35% 25–44, 40% 45+. Region: Capital 40%, other 60%

3 × 2 = 6 cells. With minimum 30 per cell — 180 respondents. Calculator distributes by shares.

4 Three age groups

18–24: 20%, 25–44: 50%, 45+: 30%. Minimum 50 per cell

3 cells. Smallest is 45+ (30%). For 50 there, total ≈ 167, round to 170 with distribution.

5 Gender × income × city

Gender 2, income 3 (low/medium/high), city 2 → 12 cells

With minimum 25 per cell you need 300+ respondents. Consider higher cost with many cells.

6 B2B: company size × industry

Companies: SMB 40%, mid 35%, enterprise 25%. Industry: 2–3 segments

Enter shares and minimum cell size — calculator shows the plan and count per cell.

FAQ about quota sampling

What is quota sampling?

Quota sampling is a method of building a sample to match predefined proportions of key characteristics. E.g. if the audience is 60% women and 40% men, the sample should match that ratio.

Why use quotas?

Quotas improve representativeness — the sample reflects the structure of the target population. Without quotas you can get a biased sample (e.g. only young or only urban).

How to set the right quotas?

Use data on your target audience: census data, industry studies, your own CRM. Quotas should match the real distribution in the population.

How many segments can I use?

Usually 2–4 key dimensions (gender, age, geography, income). More segments = harder to fill and higher cost. With overlapping quotas, the number of cells grows quickly.

How does quota sampling differ from random sampling?

In random sampling each person has an equal chance of being selected. In quota sampling respondents are selected to meet target proportions. Quota sampling is simpler and cheaper but less strict statistically.

Can I order data collection by quotas?

Yes. SurveyNinja can collect responses to your quota specs. You define the criteria — the platform helps achieve the desired distribution. See pricing and contact for full-service research.

What if segment shares don't add up to 100%?

The calculator will warn you. Adjust the shares so that within each segment (gender, age, etc.) the total is 100%. Otherwise the quota distribution will be wrong.

How to export the quota plan?

Use the "Download CSV" or "Copy" buttons in the results block — you get a table of segment/group/share/count for your field team or panel.

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