If the sample is not representative of the population, then the characteristics
of the sample are not the characteristics of the population.
Example:
If I want to estimate the percentage of the population that are men, and my
sample is the school's football team, my estimate would be that 100% of the
population is comprised of men. What went wrong with my survey ? Simple.
The football team is not a representative sample of the population, at least
not as regards gender.
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It is important for a sample to be representative, so that the whole population's view is counted, and not biased by one particular group within the population.
Because without representative sample, your results will not be valid.
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A sample that accurately reflects the characteristics of the population as a whole
Take a simple random sample.