A sampling frame is a list or database containing the population members from which a sample is drawn for survey research. Its quality is crucial as it ideally ensures that every member of the target population has a chance to be included in the survey sample. An incomplete or incorrect sampling frame can lead to biased results, affecting the validity and generalizability of the survey findings. A company conducting a survey of its current customers might use its in-house customer database as the sampling frame. Online panel databases are another common example of a sampling frame. The terms “sampling frame” and “sample source” are often used interchangeably.
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