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Build Trust in Survey Responses

One of the most commonly asked questions by clients during a market research study is, “What sample size do we need for results to be significant?” The answer is that meaningful results can be obtained with nearly any sample size; it’s simply a question of what margin of error is acceptable. That margin of error is important in two circumstances:

  • Comparing results within a single survey
  • Comparing results between surveys conducted at different points in time

The structure of the sample itself is also important, particularly in B2B research where the population being sample can be much smaller than that for a consumer test. An incorrectly designed sample can be as disastrous to the validity of an analysis – if not more so – than an inadequate sample size.
So what can be done to mitigate these risks?

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