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10 cards from this deck
Wider group of people that a study is investigating
Smaller group selected from population to participate
Each population member has equal chance of being selected
Dividing population into subgroups, selecting proportionally
Sample characteristics mirror those in broader population
More representative; minimize influence of individual outliers
Procedures for selecting participants from the population
Equal opportunity for all population members to be selected
Ensures subgroups are fairly represented in sample
Extent to which findings can be generalised to population
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