The Association for Qualitative Research
The Hub of Qualitative Excellence

Sub sample

Part of a sample, defined by demographics or other measures. Qualitative research samples are rarely large enough for findings from different sub samples to be compared statistically, but a degree of sub-group comparison is often an important part of qualitative market research projects. In this case, indications might be given of apparent differences, for example in the nature of the experience of men and women regarding a particular issue or brand. These might be used immediately as working model of a market, and/or followed up or incorporated as hypotheses in further research.

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