Stu
78% of women agree that xyz (overpriced product) made them feel better Study based on 93 women.
93 women out of several billion is hardly representative, but then when you selling this to an already gullable audience, who cares about facts?
Actually on something as simple and straight-forward as a yes/no question (do you feel better with product versus without), 93 women
could be a representative sample.
Its not trying to make a causal medical link which would require a greater degree of certainty, it is mearly asking a yes/no question. If the sample was methodologically sound to and inclusive, then you could start making claims based off of that survey. Of course the survey has to be sound... (and I'm not even going to pretend I know that one).
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One of the most mis-understood things about statistics is you do NOT need a large sample to start drawing fairly accurate conclusions if you
are only looking at one variable. As few as 20 respondents can start producing fairly accurate results if the sample is representative.
Representative does not require that you have 50 of every possible combination, it mearly means that you randomly selected a signficant portion of the population at random.
The more variables that are included (say if you are trying to determine what % of caucasion women of spanish decent who are between 18-24 with children, a library card and at least 4 credit cards) the larger the sample needs to be because you are introducing more factors.
But on a simple yes or no question you would need very few respondants to gain a fair degree of accuracy.
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The gallop poll (I think it's gallop) is very accurate in predicting the presidental election outcome, and if you look at the numbers, there are often fewer than 1,000 respondants.
You don't need a large sample, you need a representative sample and it doesn't have to be large to be representative.