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Choose a subset of the population ensuring that each member of the population has an equivelant chance of being sampled
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Examine that sample and use your observations to draw inferences about the population
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Example: Voting Polls, Television Ratings
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Note, however, that the inferences drawn are only as good as the randomness of the sample
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If the sample is not random, it may not be representative of the population. When a sample is not representative of its parent population, the external validity of any inferences is called into question.
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