Don’t leave yourself at the mercy of sampling luck.

If you leave yourself at the mercy of sampling luck, you may get results that are not accurate enough to be considered conclusive. All your research efforts will go to waste.


  1. Pick a large sample size.
    Otherwise, you risk getting unreliable or untrue results, as your participants may not be representative of the population (i.e., they may be in the minority).
  2. Calculate your risk of error.
    Don’t follow your intuition; follow the math.


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