Using urban-based respondents

TCRI Respondents are mostly urban, and largely based in the six large metropolitan areas. Even though the sample (of 2 718 respondents) is broadly reflective of the country’s demographics, the urban population is the economic lifeblood of the country, Plus 94 Research chief executive Sifiso Falala says. “Urban populations are the buying power for any organisation. They also have higher levels of familiarity with top companies and are therefore more likely to rate them more accurately. “The sample size for TCRI increased from 2 590 in 2015 to 2 718 in 2016. Larger samples more reliably reflect the population mean. This reduces the margin of error of the results of the survey. A bigger sample size implies that the results will be more accurate compared to results from a small sample size.”