Sampling Population: –All units (people or things) possessing the attributes and characteristics of interest (aggregation of study elements) E.g., Actors in New York City Sample: –Subset of a population Sampling Frame: –Subset of units that have a chance to become part of the sample E.g., Actors Equity Association, Screen Actors Guild Researchers study the sample to make generalizations back to the population

Probability Sampling The probability of any unit being included in the sample is known and equal Simple random sampling – Stratified random sampling –Random sampling within all subgroups

Nonprobability Sampling Does not rely on random selection Weakens sample-to-population representativeness Used when limits to time, money, or access Used when researchers desire participants with special experiences or abilities – including qualitative research

Convenience sample Purposive (judgemental) Snowball sample