36,000 people is not a small sampling.
360 is a small sample in this case.
Depending on the study, a fair sample of something could be 20 people.
I asked everyone who I served today, if they were happy with my service. 27 out of 27 said yes they were.
36,000 vehicle owners is at least for me, a significant amount of people. If someone thinks they are capable of getting all 17 million to do their survey, I will be looking forward to their results. As a matter of fact, I'll be very impressed with them getting just 25%, of those 17 million to give them back a completed survey about their vehicle ownership satisfaction.