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a sample in which the relevant characteristics of the sample members are generally the same as the characteristics of the population
one in which every member of the pop has an equal chance of being selected to be part of the sample
simple random sampling
every possible sample of a particular size has an equal chance of being selected
first divide pop into groups, or clusters, and select some of these clusters at random. then obtain the sample by choosing all the members within each of the selected clusters
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