Know sample quantity for clearer results

One of the more interesting recent phenomena in the reporting of marketing research results is near-total disregard for showing base sizes. This article discusses the importance of knowing the base samples of a marketing research results. The basic features of a sample include the quality, which refers to the extent the sample is a microcosm of the population, and the quantity, which provides the sample size, the Confidence Level and the obtained percentage of a survey. Being aware of these three elements can be very helpful in evaluating research results. Of course, that is only true if you know the base size.