Sample size gets the headlines, but sample quality decides whether the findings are worth acting on. A large base built on duplicated, inattentive or fraudulent respondents produces confident-looking numbers that quietly mislead.
Quality starts before the survey link
The most important quality checks happen before a respondent ever sees your questionnaire: identity verification, deduplication across sources, and fraud and bot screening. Catching problems at the door is far cheaper than cleaning them out of the data later.
Screening is continuous, not a one-off
Attention and consistency checks run throughout fieldwork, not just at entry. Combined with transparent reporting, this keeps quality visible rather than assumed.
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