2024 Edelman Trust Barometer P. 62 2024 Edelman Trust Barometer: Sample Sample Size, Quotas and Margin of Error 1 3 3 4 Country Weighted Sample Size Unweighted Sample Size Margin of Error – Total Sample Margin of Error – Half Sample Quotas Set On Global 282 32,200 32,492 +/- 0.7 percentage points total sample +/- 1.0 percentage points half sample Quotas set at the country level Argentina 1,150 1,150 Australia 1,150 1,150 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample Brazil 1,150 1,152 Canada 1,150 1,500 +/- 3.3 pct pts. total sample +/- 4.7 pct pts. half sample China5 1,150 1,150 Colombia 1,150 1,150 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample France 1,150 1,152 Germany 1,150 1,150 India 1,150 1,116 +/- 3.9 pct pts. total sample +/- 5.5 pct pts. half sample Indonesia 1,150 1,152 Ireland 1,150 1,151 Italy 1,150 1,150 Japan 1,150 1,151 Kenya 1,150 1,150 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample Age, Gender, Region Malaysia 1,150 1,153 Mexico 1,150 1,152 Netherlands 1,150 1,150 Nigeria 1,150 1,148 Saudi Arabia 1,150 1,109 +/- 3.9 pct pts. total sample +/- 5.5 pct pts. half sample Singapore 1,150 1,150 S. Africa 1,150 1,152 S. Korea 1,150 1,152 Spain 1,150 1,150 Sweden 1,150 1,151 +/- 3.8 pct pts. total sample +/- 5.4 pct pts. half sample Thailand 1,150 1,151 UAE 1,150 1,150 UK 1,150 1,150 U.S. 1,150 1,150 1. Data reported on slides is weighted to the same total base size to ensure each country has an equal effect on the global average. Some questions were asked of only half of the sample. Please refer to the footnotes on each slide for details. 2. The “global average” indicates the average result of all the countries where data was collected. As mentioned above, there has been no adjustment made to the population size relative to each country and the global average is not intended to suggest a total result of the entire global population. 3. Margin of error is calculated on the unweighted sample sizes collected, utilizing a 99% confidence interval. 4. There were additional quotas on ethnicity in the UK and U.S., and on nationality in Saudi Arabia and the UAE. 5. All data collected in China is from the mainland. Regions of Greater China were not surveyed.