Title: Importance of Confidence Intervals | Insights Association
Headings: Importance of Confidence Intervals
Importance of Confidence Intervals
Market researchers: we need to do more.

Content: Reducing samples from 100 to 50 can increase that confidence interval range by over 40%. If the sample result is a 21% share do you think the decision maker realizes that the actual share could be anywhere from 14% and 28%? Market researchers: we need to do more. That note we place in a technical slide or the more lengthy description in the technical appendix isn’t enough. Report the confidence interval and make sure our results reduce risk rather than hide it. Do market research reports in your company include confidence intervals? Decision makers, how aware are you about the margin of error when considering the results from a study? Originally published as " Importance of Confidence Intervals " by Bruce Duncan at ThinkRGA.com on August 21, 2015.