According to Crisp R. D., the fundamental idea of sampling is that a small number of items or parts (called a sample) are chosen at random from a large number of items or a whole (called a universe or population) the sample will tend to have the same characteristics and in approximately the same proportion as the universe.
FEATURES OF SAMPLING
(1) Sampling is a small representative of the whole. It is an effective alternative to the census survey.
(2) Sampling reduces the time, efforts and money of the researcher on data collection without any adverse effect on its quality.
(3) The sampling technique is based on the assumption that random selection of sample from the universe do possesses the same features and characteristics as that of the universe.
(4) The findings of sample survey are accurate and reliable. The larger sample is better as the results available are more accurate.
(5) Sampling is used in data collection as well as for different purposes in our daily life.
(6)The concept of sampling is quite common and popular in marketing research as it helps researchers to finalize their findings and recommendations within a short period.
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