How does DKSA know the sample they use is representative of the U.S. traveling population?
This question has a two part answer. First, we survey a national representative sample of adults. This sample includes both travelers and non-travelers. Because we include non-travelers, we can determine the proportion of the total U.S. population who is traveling. Second, to ensure the incoming sample remains representative, it is re-balanced each month against the U.S. population on gender, age, education, income, and residence geography.
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- How does DKSA know the sample they use is representative of the U.S. traveling population?
