Shortcut method for investigating the whole population as there is not enough time to, equipment and labour to measure every single item so the sample must be representable and statically valid to the whole population.
1) the larger the sample the more accurate it is at representing the population
2) A sample with the least bias is the most statistically vaild
3) sample size needs to be balanced between obtaining a statistically valid representation, time, labour and equipment available.
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