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 are not necessarily representative of the entire population. For example, if a random sample of 20 subjects were taken from a population with an equal number of males and females, there would be a nontrivial probability (0.06) that 70% or more of the sample would be female. (To see how to obtain this probability, see the section on the binomial distribution in Chapter 5.) Such a sample would not be representative, although it would be drawn randomly. Only a large sample size makes it likely that our sample is close to representative of the population. For this reason, inferential statistics take into account the sample size when generalizing results from samples to populations. In later chapters, you'll see what kinds of mathematical techniques ensure this sensitivity to sample size.

More complex sampling

Sometimes it is not feasible to build a sample using simple random sampling. To see the problem, consider the fact that both Dallas and Houston are competing to be hosts of the 2012 Olympics. Imagine that you are hired to assess whether most Texans prefer Houston to Dallas as the host, or the reverse. Given the impracticality of obtaining the opinion of every single Texan, you must construct a sample of the Texas population. But now notice how difficult it would be to proceed by simple random sampling. For example, how will you contact those individuals who don’t vote and don’t have a phone? Even among people you find in the telephone book, how can you identify those who have just relocated to California (and had no reason to inform you of their move)? What do you do about the fact that since the beginning of the study, an additional 4,212 people took up residence in the state of Texas? As you can see, it is sometimes very difficult to develop a truly random procedure. For this reason, other kinds of sampling techniques have been devised. We now discuss two of them.

Random assignment

In experimental research, populations are often hypothetical. For example, in an experiment comparing the effectiveness of a new anti-depressant drug with a placebo, there is no actual population of individuals taking the drug. In this case, a specified population of people with some degree of depression is defined and a random sample is taken from this population. The sample is then randomly divided into two groups; one group is assigned to the treatment condition (drug) and the other group is assigned to the control condition (placebo). This random division of the sample into two groups is called random assignment. Random assignment is 24