Drawing a sample: probability sampling

It would be pretty difficult (and expensive) to survey the whole population everytime you wanted to gather new information. Instead, we can select a group of people that represent the population and generalise the results. This group is called a sample.

The process of drawing a sample should maximise the similarity between the sample and the population under study. But how do we select the members of the population that will achieve this goal?

In this video, Aneta and Mark introduce the two main types of sample selection: probability and non-probability sampling.

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This video is from the free online course:

Making Sense of Data in the Media

The University of Sheffield