QuickTake is a fast and easy way to take the pulse of what the world is thinking.

The amount of “wiggle room” given to results based on the sample size of the population being measure as compared to the population as a whole. The larger the sample size, the smaller the margin of error which means the results measured are closer to the “true” results.

The “chances” of getting an answer within certain boundaries - the margin of error. A confidence level of 95% means that we are 95% confident that no matter how many times we repeat this study, the results will turn out similar. Typically researchers use 95% and 90% in the consumer research field.

The estimated size of the population about which you are looking to research.