The thing that can be done to reduce bias is sampling random things
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Sampling error leads to random error. Sampling bias leads to systematic error.
Purposive sampling involves selecting participants for a study based on some characteristic that you know they have. There is nothing random about their selection - it was done with intent. An advantage of this type of sampling is that it allows the researcher to quickly hone in on the target population. A disadvantage to this form of sampling is that researcher bias can creep in to influence results, if subjects are not chosen very carefully.
Sampling bias.
Sampling error occurs when the sampling protocol does not produce a representative sample. It may be that the sampling technique over represented a certain portion of the population, causing sample bias in the final study population.
Random sampling ensures that a bias in the sampled subjects is avoided. It allows for a diverse and fairly chosen sample of the intended population.