When is enough, enough? A question of sample size

Michael Cramphorn

A clear demonstration that quite small samples give accurate results, provided that there is no bias in the sampling.

When is enough, enough? A question of sample size

Michael Cramphorn, Add+Impact, suggests that we should not get over-obsessed with sample size in qualitative research

Michael Cramphorn

At one time people generally believed that unless you measured everything in a total census, you never could be really sure that what seemed to be, really was. Eventually some of them, (gourmets? cooks?) must have asked themselves questions such as ‘why is it that we can sample just a bit of food or wine and conclude that the rest is the same?’ The answer was, of course, that the wine and food...

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