Sampling is a statistical technique used to select a subset of individuals or items from a larger population to draw conclusions about that population. It allows researchers to gather insights without the need to study every member, which can be impractical due to time, cost, or logistical constraints. There are two main types of sampling techniques: probability sampling, where every member has a known chance of being selected, and non-probability sampling, where selection is based on subjective judgment. Effective sampling is crucial for ensuring that the results are representative and can be generalized to the broader population.