Sampling contributes to the success or failure of a research project because it is essential to the collection of proper data.
Let us imagine that we want to conduct research on the market for a certain new product. When we do this, we need to determine what the attitudes of consumers are. We, of course, cannot ask every possible customer. Instead we need to survey a sample of the consumer population.
What we want to do is to survey a representative sample of the population. A major danger is the possibility that our sample will not be representative. Let us imagine that we are trying to determine how much of a market there is for baby toys. If our sample includes too many retired people, we might not conclude that there is a market. We need to have a representative sample so we can really know how much of a market there is.