One limitation to the previous study is that the conclusion only applies to the 16 infants in the study. We don’t know much about how those 16 infants were selected. Suppose we want to select a subset of individuals (a sample) from a much larger group of individuals (the population) in such a way that conclusions fro population. This is the question faced by pollsters every day.
Generalizability is an important research consideration: The results of studies with widely representative samples are more likely to generalize to the population. [Image: Mike PD, https://goo.gl/ynFCMC, CC BY-NC-SA 2.0, https://goo.gl/Toc0ZF]
Example 3: The General Social Survey (GSS) is a survey on societal trends conducted every other year in the United States. Based on a sample of about 2,000 adult Americans, researchers make claims about what percentage of the U.S. population consider themselves to be “liberal,” what percentage consider themselves “happy,” what percentage feel “rushed” in their daily lives, and many other issues. The key to making these claims about the larger population of all American adults lies in how the sample is selected. The goal is to select a sample that is representative of the population, and a common way to achieve this goal is to select a random sample that gives every member of the population an equal chance of being selected for the sample.
In its simplest form, random sampling involves numbering every member of the population and then using a computer to randomly select the subset to be surveyed. Most polls don’t operate exactly like this, but they do use probability-based sampling methods to select individuals from nationally representative panels.
In 2004, the GSS reported that 817 of 977 respondents (or 83.6%) indicated that they always or sometimes feel rushed. This is a clear majority, but we again need to consider variation due to random sampling. Fortunately, we can use the same probability model we did in the previous example to investigate the probable size of this error. (Note, we can use the coin- tossing model when the actual population size is much, much larger than the sample size, as then we can still consider the probability to be the same for every individual in the sample.) This probability model predicts that the sample result will be within 3 percentage points of the population value (roughly 1 over the square root of the sample size, the margin of error). A statistician would conclude, with 95% confidence, that between 80.6% and 86.6% of all adult Americans in 2004 would have responded that they sometimes or always feel rushed.
The key to the margin of error is that when we use a probability sampling method, we can make claims about how often (in the long run, with repeated random sampling) the sample result would fall within a certain distance from the unknown population value by chance (meaning by random sampling variation) alone. Conversely, non-random samples are often suspect to bias, meaning the sampling method systematically over-represents some segments of the population and under-represents others. We also still need to consider other sources of bias, such as individuals not responding honestly. These sources of error are not measured by the margin of error.