Chapter 4 · Sampling · Slide 119/274
Sampling
Most surveys cannot survey every person. Instead, a sample is drawn and examined — this procedure is called sampling.
Chapter 4 · Sampling
Basic Concepts
Sampling
Population
The group of people we want to understand — often segmented by demographic/psychographic characteristics.
Sample
a representative subset of the population
Most surveys cannot survey every person. Instead, a sample is drawn and examined — this procedure is called sampling.
If sampling is done correctly, the survey results can be generalized to the entire population.
If the sample is drawn incorrectly, all the data is useless.
If the sample is drawn incorrectly, all the data is useless.
QUESTIONSTAR · Dr. Paul Marx
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