Sampling
Sampling involves taking measurements of individuals, selected from the population of organisms which is being investigated.
In theory, if these individuals are representative of the population as a whole, then the measurements can be relied upon.
But, there are reasons why the data collected may not be representative:
Bias: The selection process may be biased. The investigators may be making unrepresentative choices, either on purpose or by accident.
Chance: Even if bias is avoided, the individuals chosen may, by pure chance, not be representative.
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