The sample

Who is asked, and how they are selected.

The part

What it is

Sample composition is as important as question wording and is changed more casually. A shift in the customer-to-non-customer ratio moves every number.

Non-customers are the expensive part of the sample and the part that produces findings.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Population
Which audiences are sampled.
Entity shared type
Sample size
How many, per audience.
Number shared type
Selection method
How respondents are chosen, which determines what the numbers represent.
Text shared type