Population, Sample, and Sampling Bias
Learning objective: define target population; assess who is represented and who is missing.
The survey data in front of you was collected from respondents who chose to answer, and your manager wants to generalize the conclusion to "every student at the university." Before generalizing, the first question you must answer is: who does this sample actually represent, and who is missing from it? If the target population (all students) systematically differs from the people who ended up in the sample, the conclusion cannot simply be applied to the target population.
Population
- The full group you actually want to understand and generalize a conclusion to
- Example: every currently enrolled student at the university
- You usually cannot collect data from every member
Sample
- The subset of people you actually collected data from
- In this dataset, one row (observation_id) is one sampled observation
- Whether the sample represents the population depends on who was included, and how
sample_share = df["sampling_stratum"].value_counts(normalize=True).round(3)
print(sample_share)
completion_by_stratum = df.groupby("sampling_stratum")["response_complete"].mean().round(3)
print(completion_by_stratum)
# A stratum whose sample share differs a lot from its known population share
# may be over- or under-represented in this sample| Source | What it is | Risk to the conclusion |
|---|---|---|
| Convenience sampling | Only collecting from whoever is easy to reach and willing to participate | Results may represent only "people willing to participate," not the target population |
| Self-selection | Respondents decide for themselves whether to answer, often correlated with the outcome itself | People with strong opinions or a stake in the result are more likely to respond, skewing the overall distribution |
| Non-response bias | People who were invited but never completed the survey differ systematically from those who did | Analyzing only completed responses may over- or understate the true picture |
A survey distributed only through one voluntary online club collected 800 responses in round one, with Stratum B's share clearly below its known share among all students. The team decided to "send another round and double the sample"; after reaching 1600 responses, Stratum B's share barely moved, because the new responses still came from the same self-selected channel. The sample grew, but the sampling bias did not shrink at all.
- Before generalizing to a target population, write down how that population is defined and how the sample was recruited or collected
- Compare each stratum or group's share in the sample against its known or estimated share in the target population
- Assuming a sample is representative just because it is large enough is one of the most common and most easily overlooked mistakes
- Collecting more data through the same recruitment channel usually just makes the bias more stable, not smaller
Warning
A survey distributed through a student club that anyone can voluntarily join collects 800 responses. Before generalizing the conclusion to "every student at the university," what is the most important first step?