Sampling Considerations
Suppose you are trying to determine people's impression of your retail mountain climbing gear website. It would not be appropriate to ask a group of people who are not interested in climbing mountains to complete your survey. Nor would it make sense to administer the survey to a group of people that will never shop at your site. Analyzing data and making business decisions based on opinions from either of those groups may take your business backwards.

Sampling considerations take into account meaningful questions including, but not limited to:

1. Who is your target population?
2. How will you reach your target population?
3. Will the way you reach your target population unintentionally exclude certain members of that population?
4. How will you minimize biases and over- or under- representation of various age groups, cultural groups, income groups or occupational groups?