Simple random sampling

In this case all members of the population have a known and equal chance of being included in the sample. For example, the names of every firm in a given population could be written on slips of paper and the slips deposited in a box. The box could then be shaken so that all the slips of paper become thoroughly mixed up. A blindfolded person drawing successive slips of paper from the box would be taking a random sample of the population.

Simple random sampling works well when we are dealing with relatively small populations. For large-scale consumer populations, however, the method is not appropriate since it is difficult to obtain a list of all the people in a given population!

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