---
url: "https://questionstar.com/principles-of-survey-research/chapter-4/slide-119.html"
title: "Sampling"
type: "lehrbuch-slide"
chapter: 4
chapterTitle: "Sampling"
slide: 119
---

# Sampling

*Most surveys cannot survey every person. Instead, a sample is drawn and examined — this procedure is called sampling.*

![Population (large) with sample contained](/principles-of-survey-research/media/pop_sample.png)

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** .

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*Slide 119 of 274 · Chapter 4: Sampling · Principles of Survey Research · Dr. Paul Marx*