As you learn more about sampling, it’s useful to know the definitions of some of the most common terms. There are many ways to carry out sampling, ranging from random selection to a more methodical approach. However, how you choose individuals will affect how well your sample represents the population you are trying to understand. Sampling is great for making your research quicker and less costly to do. Sampling allows us to do things like carrying out exit polls during elections, mapping the spread and effect rates of epidemics across a geographical area’s entire population, and carrying out nationwide census research that provides a snapshot of society and culture. That’s because it uses a smaller number of individuals in the population with representative characteristics to stand in for the whole. ![]() Sampling allows large-scale research to be carried out with a more realistic cost and time-frame. Even if everyone said “yes”, carrying out a survey across different countries and different states, in different languages and timezones, and then collecting and processing all the results, would take a long time and be very costly. To ask every person on the continent to participate would be almost impossible. Let’s say you wanted to understand what North Americans thought about a particular issue. ![]() To help illustrate this further, let’s look at data sampling methods with examples below. More formally, in survey research sampling is the process of using a subset of a population to understand the whole population. ![]() Like sampling small quantities of cheese at the deli counter to get an idea of what the whole block of cheese will taste like, sampling in research gives you a fairly accurate picture of the characteristics of the whole research population without having to analyse the whole thing. Sampling is done when it’s impractical to survey the whole population of interest. Sampling means picking out a few individuals from a larger group that will stand in for the whole. Fact Checked by: Aaron Carpenter What is sampling?
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