Incidence rate (market research)
Incidence rate in market research is a measure for the rate of occurrence or the percentage of persons eligible to participate in a study.
For example, in a study of American washing machine owners, if the eligibility of research is defined as owning a washing machine then the IR will be the percentage of Americans who own a washing machine, out of the total number of Americans.
In other words, to calculate incidence in the contact of market research, the formula to be used is:
Total number of qualified respondents divided by the total number of respondents who were screened for the study.
