What is
Random Sampling?

This involves choosing a random selection of a sub-set of a total population/consumer group so that this sample is likely to be representative of that wider body. This method is central to much market research as it avoids the many sampling biases that can afflict respondent recruitment e.g. fieldworkers tending to select disproportionate numbers of those who reflect their own life-stage/appearance etc.

What is Random Sampling?