Mumbrellacast: ARN’s Duncan Campbell; KFC’s pigeons ad; Media trust; Ben Elton and Hitler

Who? Me?

It depends on a few things – like how the question was asked. Was it “Do you trust the media Y/N” or was it asked on a Likert 0-10 scale etc? Was it conducted online, CATI, CAPI, Face-to-face etc. (potential bias).

It’s hard to comment specifically as I couldn’t find the report on their website, but n=200 is very low. Basically, it is around a 7% margin of error at the 95% confidence level for a sample of that size. So, if the reported number was 32% trust the media as Scott said, we’re 95% confident (using the sample of n=200) that it was somewhere between 25% and 40%. You can however construct probability samples with low total sample sizes that deliver much lower error margins.

Cheers.

User ID not verified.