This document discusses key concepts related to sampling, including defining a population and sample. It notes that sampling allows for convenient and economical study of large populations, and can increase the speed, accuracy, and rapport of data collection if done properly. However, sampling also carries risks of bias and requires expertise. The document outlines criteria for good sampling, such as the sample being representative and an appropriate size. It also discusses sampling error and how sample size and population variability can affect statistical inference drawn from samples.