Rivers, Routers and Reality – A Test of Sample Sources, Data Quality and Reliability

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Our research insights are only as good as the sample upon which the research is based. But sample is often treated as a commodity. Should we take online sample for granted?

It’s an important question to ask and answer, because sample quality determines the reliability and reproducibility of our research. If our sample is bad, the conclusions we draw from our research could harm rather than help.

In this whitepaper, we report on research into the quality of online sample, drawing on numerous studies. The results make it clear that all sample is not equal and that those making decisions based on research should ask some critical questions before they put their trust in the data