Everyone in the population has an equal chance at being selected. It usually involves the use of a random generator or pulling names out of a hat.
Advantage;
- Can be more representative as each member of the sample as an equal chance of being selected
Disadvantage;
- The people selected may not want to take part. This can still lead to a biased sample
Example;
A university undertook a study of mobile phone use in adolescents. The questionnaire was given to students at a local school by placing all the students names in a container and drawing out 50 names.
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