Businesses often perform research to identify consumer buying habits and preferences. It's rarely possible to study all consumers in particular population segment, which means business researchers ...

Survey researchers increasingly recognize that a single survey of the general public can rarely represent the views of small groups of Americans. Such surveys frequently have too few interviews with ...

In 2010, three psychologists from the University of British Columbia published a paper with an intriguing title: The WEIRDest people in the world? Paradoxically, the paper was about Americans. The ...