Jen is presenting her research report to a client, who runs an e-commerce website. She conducted interviews with 12 potential users. Her goal was to understand the conditions under which users choose to shop online versus in store.
The client asks Jen why they should trust her research when she has spoken to only 12 people. Jen explains her process to the client. She shares how she determined the sample size and collected and analyzed her data through the lens of data saturation. The client feels comfortable with the explanation. She asks Jen to continue the presentation.
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