Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Random sample
A sample based on a random selection of a subset of a total population. Each individual has the same probability of being selected. Random sampling is one form of Probability sampling. Almost all statistical calculations performed on samples, such as Hypothesis testing, are predicated on the sample having been randomly selected. It is also worth noting that choosing a random sample minimises the risk that the sample will be biased due to unknown causes, whereas choosing a representative sample minimises the risk that the sample will be biased due to known causes.