NADbank is based on a foundation of a carefully constructed research method, which provides members with accurate and reliable data.  NADbank conducts an annual survey in urban centers across Canada. The survey is in field 31 weeks during the year.

The 2008 Study was conducted in two waves; the first between January 22 and June 21, and the second from September 9 to December 20. No interviewing was conducted during Easter week, the week following the Victoria Day weekend, the week of Thanksgiving, the week of Family day, March 21 and 22 due to Good Friday and Labour day week.

Spreading the interviews out in this manner provides NADbank members a number of advantages. Firstly, there are two distinct flights of data, which if desired could be processed and reported on separately. Secondly, a wider measurement window reduces the importance of incidents impacting the results. Lastly, it puts NADbank's measurement schedule more in line with that of the other measurement organizations. The latter is a factor as we begin to look at opporutunities with the other media measurement organizations to find common ground to solve media convergence research issues.

There are several methods that can be used to attain a representative sample; probability sampling, which is based on a random selection process, is the most common methodology used to achieve representation. In probability sampling, each person is given a similar chance of being chosen. NADbank uses probability sampling by employing a plus-digit sample, and the rigorous sample issuance platform is in place to reduce bias and maximize representation. 

For more information on the NADbank methodology, see the NADbank Technical Report.