Guidance
Exploring Drivers of Consumer Trust in Gambling
Exploring Drivers of Consumer Trust in Gambling
Limitations
While Yonder took care to ensure the robustness of the findings through the research design and application, there are a number of limitations which should be considered when reading this report.
Qualitative research
Qualitative sample sizes are by their nature small, so conclusions can only be directional, unless contextualised by quantitative data.
Qualitative research heavily relies on the skills and experience of researchers, introducing potential researcher bias although this is mitigated by employing a grounded theory approach, where Excel grids are used to capture qualitative data and notes, and where narratives are developed through rigorous analysis of this data.
All insights gathered from this study are based on self-reported behaviour rather than observed behaviour, meaning insight is limited to what participants felt comfortable revealing to Yonder in the research setting.
Focus groups for this particular study took place in London and Birmingham only, so do not capture a wide range of views throughout Great Britain.
Quantitative research
Quantitative research provides a valuable snapshot of attitudes and opinions, offering a broad view of trends and patterns across a specific sample. However, one key limitation is that quantitative results often lack the depth to explain why respondents hold certain views or what specific factors drive their responses.
The sample selection for the quantitative research also provides limitations in the interpretation of results. As outlined in the methodology section of this report, the sample selected was those who have gambled in the past 12 months, excluding National Lottery only players. As such, findings should not be treated as representative of all those who gamble, and caution should be taken in assessing the significance of sub-group differences such as gambling frequency and PGSI score, as these groups may also not be representative, and may represent a higher than natural proportion within the sample than they would in a survey of the general population.
As a final note, the quantitative fieldwork took place in the run-up period before the 2024 general election. There is nothing explicit in the data to suggest this has had an impact.
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Exploring Drivers of Consumer Trust in Gambling - Executive Summary
Last updated: 3 October 2024
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