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12 cards from this deck
Complete group you want to investigate
Smaller group selected from population to study
Studying entire populations often impractical/too costly
Sample that mirrors key characteristics of the population
Every member has equal opportunity of being selected
Large enough to capture diversity within population
When sample doesn't properly represent the population
Certain groups systematically left out of sample
Sample too small to represent population adequately
Method of choosing favours certain types of people
Sample doesn't reflect age/gender/interests of population
When, Where, How, How many
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