Week 7: Sampling and its Techniques

Sampling is the statistical process of selecting a subset or sample from a population for the purposes of observing and drawing statistical inferences from the data about that population.  Media and commmunication research like other  Social science research is generally concerned with inferring patterns of behaviors within specific populations. Due to the time and resource constraint, it mostly not possible to conduct census studies, so we need to choose appropriate sample s from the popultaion.  So this lesson will deal with the concepts of  Population and Sample; Sampling definition, its Importance,; Types including Probability, Non-probability sampling and the techniques used in them, strenghths and limitations of each type of sampling.

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