sampling, random

n. A sampling procedure in which each item or individual in a population has an equal opportunity or probability of being selected for inclusion in the sample. The value of random sampling is that it creates a sample group from which conclusions can be generalized to the larger population; as such, it is an efficient means of representing the views, attitudes, or opinions of a large group of people. The accuracy of conclusions depends upon the size of the sample in relation to the size of the target population. When targeting a smaller population, one needs to sample a larger percentage to draw an accurate conclusion; when examining a large population, one needs to sample a smaller percentage to get the same level of accuracy. – BJM