A good researcher also knows that a “bad sample” leads to inaccurate and misleading results. We know that errors can come from poor survey writing. As researchers and brands try to interpret insights, they must never compromise the quality of their methodology. The quality of your sample determines the quality of your results. As a result, quantitative research only takes a “sample” of the full population. For example, if you want to understand the attitudes of people who invest in the stock market in the United States, it would be too difficult and costly to question every person who trades this asset. A population is the total number of people in a group that researchers are interested in examining. A sample is a subset of a population selected for a research study.
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