Head of Brand Research, Qualtrics
As the old saying goes “garbage in, garbage out”. This as true in survey sampling as it is in any other context. To perform any sound statistical analysis, you first need to know who you actually sampled and who you wanted to sample in the first place. If those two groups are disjoint at all, the bulk of your analysis will likely be misleading.
Sampling is an important component of any piece of research because of the significant impact that it can have the quality of your results and findings. To help you avoid the common mistakes and to learn research sample best practices, watch this webinar from our Head of Brand Research, Aleksandra Polovina.