A magazine publisher is informed that 72% of subscribers last year did not renew their subscriptions. This publisher wants to ra
ndomly survey 8% of these past subscribers asking the reason why they did not renew their subscriptions. All of last year's subscribers who did not renew their subscriptions are known collectively as what
A sampling frame is the source where the researcher draws his samples from. In other words, a sampling frame is like the population where the researcher gets samples for his investigation. In the above example, we are told the researcher wants to know why the 72% that subscribed last year didn't subscribe this year. He draws a sample of 8% from the 72% that he is trying to study, therefore the 72% are the sampling frame from where he gets his sample.
