
Choose a subset of the population ensuring that each member of the population has an equivelant chance of being sampled


Examine that sample and use your observations to draw inferences about the population


Example: Voting Polls, Television Ratings


Note, however, that the inferences drawn are only as good as the randomness of the sample


If the sample is not random, it may not be representative of the population. When a sample is not representative of its parent population, the external validity of any inferences is called into question.
