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It is simple statistics. It would be almost impossible to survey an entire population, so they apply a simple random sample in which each person in the population receives a numerical value (001 - 999 for example). Then they use a random number generator on a calculator or use a random digit table to choose an appropriate amount of people to be sampled. It is more cost effective and easier to do it this way, yet still represents the population fairly accurately.

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Q: Why do Social Scientists gather data from samples instead of populations?
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