The number of individuals you should include in your sample depends on various factors, including the size and variability of the population and your research design. Your sampling frame is the company’s HR database, which lists the names and contact details of every employee. Your population is all 1000 employees of the company. ![]() Example: Sampling frameYou are doing research on working conditions at a social media marketing company. Ideally, it should include the entire target population (and nobody who is not part of that population). The sampling frame is the actual list of individuals that the sample will be drawn from. A lack of a representative sample affects the validity of your results, and can lead to several research biases, particularly sampling bias. If the population is very large, demographically mixed, and geographically dispersed, it might be difficult to gain access to a representative sample. It is important to carefully define your target population according to the purpose and practicalities of your project. It can be very broad or quite narrow: maybe you want to make inferences about the whole adult population of your country maybe your research focuses on customers of a certain company, patients with a specific health condition, or students in a single school. The population can be defined in terms of geographical location, age, income, or many other characteristics.
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