Versta Research Post

Credibility Intervals Are the New Margins of Error

What IS a credibility interval, you ask?  It is a term making its way into mainstream market research just as Bayesian statistics are making their way into market research.  A credibility interval provides a range of values, calculated using Bayesian statistical techniques, within which a statistical estimate is likely to fall.  It is analogous to…

Versta Research Post

13 Threats to Survey Accuracy

Way back in 1944, Edwards Deming published an article in the American Sociological Review that could be required reading for anybody who does research today.  He outlined all potential (and unfortunately, common) sources of error in survey research. Apparently our contemporary obsession with sample sizes, random samples, response rates, and margins of error is not…