Eliminating Sample Data Bias
During a survey, it is not possible to
interview everyone, so only a sample of the population is interviewed. If this
sample group does not accurately reflect the proportions of various groups in
the total population, you can WEIGHT (SAMPLE BALANCING) the survey result.
Let’s say for example, you are in the
business of selling men clothing. You also know that males form 80% of your
customer base and purchasing decision. If you field a survey, and your survey
response has 50% male and 50% female - you have sample bias. The data is
leaning towards females, who constitute 50% of the survey data, but only
constitute 20% of your customer base.
