When conducting research, what is the primary purpose of using random sampling?

The primary purpose of using random sampling in research is to minimize bias in sample selection. Random sampling ensures that every individual in the population has an equal chance of being selected, which helps to create a representative sample. This method reduces the risk that the sample will systematically overrepresent or underrepresent certain groups or characteristics within the population, leading to more accurate and generalizable results. By minimizing bias, researchers can make more reliable inferences about the entire population based on the sample data.

While other methods, like ensuring equal representation across groups, collecting qualitative data, or increasing response rates, are important considerations in research, they do not directly encompass the fundamental aim of random sampling. Random sampling inherently focuses on achieving an unbiased representation that can reflect the diversity of the whole population accurately.