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12 cards from this deck
Ensure sample represents the population accurately
Every member has equal chance of being chosen
Assign a unique number to every member
Generate random numbers using computer/calculator
Match random numbers to members and select them
When population is fairly uniform
Proportional representation from each subgroup
When population has distinct groups to represent
Proportional representation
Group sizeTotal population×Sample size\frac{\text{Group size}}{\text{Total population}} \times \text{Sample size}Total populationGroup size×Sample size
Use simple random sampling
Randomness to eliminate bias
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