Chapter 4 · Sampling · Slide 120/274
Sampling
But not everyone selected actually answers: those who really take part are the respondents.
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
Respondents
the people who answer
But not everyone selected actually answers: those who really take part are the respondents.
The respondents are a subset of the sample — and only they ultimately provide the data. If this group is skewed, the result is skewed.
QUESTIONSTAR · Dr. Paul Marx
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