Representative Sample (random)

A sample of the population, which matches the representation of the country or specific population. For example, in a given country, there will be guidelines to get a certain percentage of males versus females, the same applies for age and so on. The goal here is getting a balanced representation of the country's population or a group supposed to represent your typical audience. ( consumers, visitors, subsribers...). Without a representative sample; data and research may be affected by a sampling bias with too much weight allocated to one specific group or respondents.

Also see: Quota sample, Booster