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Categorical Numerical
POPULATION
A population contains all of the items or
individuals of interest that you seek to study.
SAMPLE
A sample contains only a portion of a
population of interest.
Population Sample
Samples
Simple Stratified
Random
Judgment Convenience
Systematic Cluster
Simple
Systematic Stratified Cluster
Random
Population
Divided
into 4
strata
Population
divided into
16 clusters. Randomly selected
clusters for sample
Sampling error:
Variation from sample to sample will always exist.
Measurement error:
Due to weaknesses in question design and / or respondent
error.
Random
Sampling error differences from
sample to sample