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sample size
Interviews are a commonly used data collection method in qualitative studies, where the goal is to understand or explore a phenomenon.  They’re an extremely effective way to gather rich, descriptive data about people’s experiences in a program or exhibition, which is one reason we use them often in our work at RK&A.  Figuring out sample...
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Sample size is a standard question we are asked, particularly for questionnaires since we will be using statistical analyses. For most audience research projects, we recommend collecting 400 questionnaires.  We are not alone in this general rule of thumb—400 is considered by some researchers (and market researchers in particular) to be the “magic number” in...
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