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Sampling involves selecting the people from which to collect data from. It involves defining the target population, choosing an appropriate sampling technique, deciding on the sample size, and preparing sampling instructions. It is not always possible (or practical) to survey the entire target population, due to costs, time restraints or lack of information. Therefore, understanding the ideal target population ensures that any exclusions in your sample are explicitly identified, enabling the size and significance of the restrictions to be evaluated.
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