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Sample - Market Research

In market research, sample refers to a sub-group of the population which is being researched. For instance, to understand how football fans feel about the use of technology in football, we would not ask the opinion of every football fan. Instead, we would interview a sample of football fans - potentially with quotas for the division in which their football team played for instance. 

A representative sample is a sample which mirrors the makeup of population in question - for instance research for local governments often requires that certain aspects of the local area are take in to account, such as ethnicity and employment status.

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