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10 cards from this deck
Information that represents the real world accurately
Studying a subject systematically to uncover new facts/insights
Complete group we want to collect data from and conclude about
A smaller selection chosen from the larger population
When sections of population aren't fairly represented in sample
Gives every member of population equal chance of being selected
Watching and recording what happens without interfering
Direct conversation between researcher and participant
Predetermined questions given to respondents to complete alone
Information already collected and organised systematically
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