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Background: Sampling is the development of a group of people carefully chosen to be part of a research study. A sample is a way of representing the wider world through a small population that you study.

There are two major kinds of sampling: probability and nonprobability. Probability samples are best for research that focuses on how individual attributes (such as gender, ethnicity and race, or age) impact certain characteristics of interest across a diverse population. Nonprobability samples are best for research that collects cultural data—behaviors, beliefs, and knowledge that is widely held in specific groups.

This activity will help you differentiate between research topics on cultural data versus topics in which individual attribute data matter.