I came across an older post from @Carey_Azzara of AtHeath LLC, which Carey reposted this morning on Twitter, and I wanted to draw it back to your attention. The post, entitled “Demystifying the Temptation to Cut Corners on Sampling Costs,” makes the argument that, when developing a new survey instrument, a quality sample is worth the investment. And perhaps more importantly, that this is an area where cutting costs can come back to bite you.

Developing a quality sample is a foundational component of solid, reliable market research. A poorly developed sample will poison your results, creating bias that at best skews your results, and at worst, leads you down the wrong path altogether.
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