In the context of sampling, what does "sampling bias" refer to?

Sampling bias refers to a distortion in the sampling process that results in an unrepresentative sample of the population. This phenomenon occurs when certain members of the population are either more or less likely to be included in the sample, which skews the results and limits the generalizability of the findings. For example, if a survey is conducted using only online methods, it may exclude individuals who do not have internet access, thereby misrepresenting the views or behaviors of the entire population.

Understanding sampling bias is critical because it can lead to inaccurate conclusions drawn from research. Researchers aim to minimize sampling bias by employing techniques such as random sampling, which helps ensure that every individual in the target population has an equal chance of being included in the sample, thereby enhancing the representativeness of the data collected.