Representativeness

Also known as: Sample Representativeness, Statistical Representativeness

Degree to which a survey sample accurately reflects the distribution of characteristics of the target population.

Representativeness is the statistical property indicating the extent to which the composition of a research sample accurately reflects the distribution of relevant characteristics—demographic, attitudinal, behavioral—of the target population being studied.

A representative sample allows generalizing research results to the total population with a known margin of error. An unrepresentative sample can generate systematically biased conclusions that lead to incorrect business decisions.

Representativeness is achieved through adequate sampling design (probability sampling or well-defined quotas) and verified by comparing the sample distribution with census data or reference studies. When residual imbalances remain, they are corrected through weighting.