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Statistical inference · Collecting data

Sampling and Experimental Design

A streaming service posts: "92% of viewers loved the season finale!" Behind that number is a "Rate this episode" button that only people who finished the episode clicked. Can 92% tell you what all subscribers think? And if you wanted to know whether a new study app actually raises quiz scores, how would you set up the comparison? In this section you will learn how to collect data that you can trust, and how to tell when a study can show cause and effect.

Populations, samples, and the SRS

Every statistical question starts with a group you care about. You almost never get to measure all of it, so you measure part of it and use that part to make a claim about the whole.

Why not always take a census? It costs too much, it takes too long, and sometimes it destroys what you measure (you cannot crash-test every car).

What makes a sample "good"? Picture each sampling method as someone throwing darts at a target. The bullseye is the true parameter, and each dot is the statistic from one sample.

Four targets showing the difference between bias and variability of a sampling method Not biased,low variability Not biased,high variability Biased,low variability Biased,high variability

Bias means the dots are off-center. Variability means the dots are spread out. Larger samples shrink variability, but they never fix bias. The cure for bias is random selection, which lets chance, not human choice, decide who is in the sample.

The simplest random method is the simple random sample (SRS): every group of $n$ individuals in the population has the same chance of being the sample. Think of drawing names out of a hat.

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A tech company in Silicon Valley has $800$ employees. The human resources manager wants to select a sample of $40$ employees to ask about workplace satisfaction. On a…

A tech company in Silicon Valley has $800$ employees. The human resources manager wants to select a sample of $40$ employees to ask about workplace satisfaction. On a Monday morning, he stands by the main entrance and surveys the first $40$ employees who walk into the building.

Explain why this method does not produce a Simple Random Sample (SRS). Describe a valid procedure the manager could use to obtain a true SRS of $40$ employees.

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Stratified and cluster samples

An SRS is the gold standard, but it can be hard to carry out. Two other random methods split the population into groups first. They look similar, so learn to tell them apart.

Four random sampling methods drawn on a grid of 24 individuals: simple random, stratified by rows, cluster by columns, and systematic SRSStratifiedClusterSystematic 8 units chosencompletely at random 2 random units fromevery row (stratum) Randomly pick wholeclusters (columns) Random start, thenevery 3rd unit

The key contrast:

Stratified Cluster
Groups are alike inside (homogeneous) mixed inside (heterogeneous)
Groups sampled all of them some of them (chosen at random)
Individuals sampled an SRS from each group everyone in the chosen groups
Main purpose guarantee every group is represented and reduce variability save time and money

Why does stratifying help? If the groups differ on the response (seniors may feel differently about a policy than freshmen), making sure each group is represented means your estimate cannot be thrown off by a sample that happens to be heavy on one group. Why do clusters save money? Visiting 5 locations is far cheaper than visiting 60.

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A high school principal wants to survey students about a proposed change to the school's dress code. Scenario A: The principal randomly selects two homerooms and surveys…

A high school principal wants to survey students about a proposed change to the school's dress code.

  • Scenario A: The principal randomly selects two homerooms and surveys every student in those homerooms.

  • Scenario B: The principal divides the student body by grade level (freshmen, sophomores, juniors, seniors) and randomly selects $25$ students from each grade to survey.

Identify the sampling methods used in Scenario A and Scenario B. Briefly explain the primary difference in how the groups are utilized in these two approaches.

Solve
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A large city consists of $150$ distinct neighborhoods. The mayor wants to survey residents about a new trash collection schedule. Because it is too expensive to send…

A large city consists of $150$ distinct neighborhoods. The mayor wants to survey residents about a new trash collection schedule. Because it is too expensive to send surveyors to every neighborhood, the mayor's team randomly selects $8$ neighborhoods and surveys every single household within those $8$ chosen areas.

Identify the sampling method used. What is the main logistical advantage of this method in this scenario? Furthermore, describe a potential disadvantage of this method if the city's neighborhoods are highly segregated by income or demographics.

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Systematic and multistage samples

Why is it popular? You do not need a full list, and it is quick: it works for a line of customers or a conveyor belt.

Every guest has a 1-in-30 chance of being picked, so the method is fair to individuals. It is still not an SRS, because some groups of 30 are impossible (two guests next to each other in line can never both be chosen).

Real national surveys are far too big for one list, so they use multistage sampling: they combine methods, sampling in stages from larger units down to individuals.

Flowchart of a three-stage sampling design from school districts to 1,600 students Stage 1Stage 2Stage 3Result Strata = 4 regions;SRS of 8 districtsfrom each SRS of 2 highschools in eachchosen district SRS of 25 studentsfrom each chosenschool 32 districts64 schools1,600 students

Finally, a non-random warning. A convenience sample takes whoever is easiest to reach (friends, the people at the mall, the first 40 at the door). It is almost always biased, and you cannot trust it to represent the population.

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A quality control inspector at a factory needs to check the weight of cereal boxes coming off an assembly line. She randomly selects a number between $1$ and $15$, which…

A quality control inspector at a factory needs to check the weight of cereal boxes coming off an assembly line. She randomly selects a number between $1$ and $15$, which turns out to be $7$. She then inspects the $7$th box and every $15$th box after that (the $22$nd, $37$th, $52$nd, etc.).

Name this sampling method. State one practical advantage this method has over a simple random sample in a fast-paced industrial setting.

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An ecologist wants to estimate the number of diseased trees in a large, rectangular commercial forest. The trees are planted in perfectly straight rows of $50$ trees…

An ecologist wants to estimate the number of diseased trees in a large, rectangular commercial forest. The trees are planted in perfectly straight rows of $50$ trees each. The ecologist decides to use a systematic sample, inspecting every $50$th tree starting from the $10$th tree in the first row.

Explain why this specific systematic sampling plan might yield a highly biased estimate of the overall disease rate if the disease tends to spread easily along the outer edges of the forest where trees are exposed to more wind.

Solve
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A federal education agency wants to estimate the average amount of student loan debt for graduating college seniors across the entire United States. Creating a single…

A federal education agency wants to estimate the average amount of student loan debt for graduating college seniors across the entire United States. Creating a single master list of all graduating seniors in the country to draw an SRS is impossible.

Describe a multistage sampling design that the agency could use to select a representative sample of $2,000$ graduating seniors. Include at least three distinct stages of sampling, and specify the sampling method (e.g., simple random, cluster, stratified) used at each stage.

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Bias: who ends up in the sample?

Even a well-planned sample can go wrong. Here are the main ways the people in the sample can fail to represent the population.

A funnel from population to sampling frame to people selected to people who respond, with the type of bias that happens at each step Population Sampling frame (the list you use) People selected People who respond Undercoverage:not on the list Voluntary response:people select themselves Nonresponse:chosen but don't answer
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A local city council mails a survey to $5,000$ randomly selected residents to ask for their opinions on funding a new $2.5$ million dollar community pool. The survey…

A local city council mails a survey to $5,000$ randomly selected residents to ask for their opinions on funding a new $2.5$ million dollar community pool. The survey includes a pre-paid return envelope. After one month, only $450$ surveys are returned. The results show that $85\%$ of the respondents strongly support building the new pool.

Identify the primary source of bias in this survey. Explain how this bias might affect the council's conclusion about the true level of support in the community.

Solve
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A local radio station wants to estimate the proportion of residents in the county who support a proposed property tax increase to fund public schools. The station's…

A local radio station wants to estimate the proportion of residents in the county who support a proposed property tax increase to fund public schools. The station's morning host asks listeners to call a toll-free number and vote "Yes" or "No."

Identify two distinct sources of bias in this sampling method (e.g., undercoverage, voluntary response bias). Explain how each source of bias would likely skew the results regarding the true level of support for the tax increase.

Solve
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A major news network conducts an online poll on its homepage asking, "Do you believe the current administration is handling the economy well?" Over $100,000$ people…

A major news network conducts an online poll on its homepage asking, "Do you believe the current administration is handling the economy well?" Over $100,000$ people respond, with $72\%$ saying "No." Meanwhile, a reputable polling organization conducts a simple random sample of $1,000$ registered voters via phone calls, but only $120$ people answer the phone and complete the survey. Of those $120$ respondents, $51\%$ say "No."

Discuss the specific types of bias present in both polls. Which result, if either, is more likely to accurately reflect the true proportion of the population? Justify your reasoning by comparing the impact of voluntary response bias versus nonresponse bias.

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Bias: how questions are asked

Even if you reach the right people, you can still get bad data if the question steers their answer. This is response bias.

Bar chart with hypothetical data: the percent saying yes is higher when the question wording is loaded Same topic, same students: only the wording changed Neutral wordingLoaded wording 48% say yes71% say yes

The numbers above are made up, but the pattern is real: wording alone can move results by many percentage points. The fix is a neutral question that gives balanced choices.

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A political action committee conducts a phone survey regarding a proposed tax increase. They ask the following question: "Given the recent alarming rise in violent crime…

A political action committee conducts a phone survey regarding a proposed tax increase. They ask the following question: "Given the recent alarming rise in violent crime in our city, do you support increasing funding for the police department through a small property tax adjustment?"

Identify the type of bias present in this survey question. Explain how the phrasing could artificially inflate the proportion of people who answer "Yes."

Solve

Observational studies and experiments

Teens who sleep 8 or more hours tend to have higher GPAs. Does sleep cause higher grades? How the data were collected decides what you may conclude.

Vocabulary you will use over and over:

Term Meaning
Experimental unit / subject the individuals the treatments are applied to
Explanatory variable (factor) the variable you think explains or causes changes
Treatment a specific condition applied to the units (one level of a factor, or a combination of levels)
Response variable the outcome you measure

An observational study can find an association, but it cannot show causation, because of lurking variables.

Diagram: a lurking variable affects both the explanatory variable and the response, creating an association that is not necessarily cause and effect Lurking variableSleeps 8+ hoursHigher GPA affects bothCause?explanatoryresponse

For example, being involved in a stable, supportive home might lead to both more sleep and better grades. The association between sleep and GPA would then appear even if sleep itself had no effect.

An experiment can show causation because the researcher decides who gets which treatment, and (with random assignment, covered next) that breaks the link between lurking variables and the treatment.

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A researcher is interested in whether drinking green tea reduces blood pressure. She recruits $100$ volunteers and asks them to record how many cups of green tea they…

A researcher is interested in whether drinking green tea reduces blood pressure. She recruits $100$ volunteers and asks them to record how many cups of green tea they drink per week. At the end of the month, she measures their blood pressure and looks for a relationship between tea consumption and blood pressure levels.

Is this an observational study or an experiment? Justify your answer based on the actions taken by the researcher.

Solve
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An agricultural scientist is testing a newly developed pesticide on corn crops. She takes $20$ plots of land of equal size and randomly assigns $10$ plots to be sprayed…

An agricultural scientist is testing a newly developed pesticide on corn crops. She takes $20$ plots of land of equal size and randomly assigns $10$ plots to be sprayed with the new pesticide and $10$ plots to be sprayed with a standard, widely used pesticide. After one month, she counts the number of surviving pests in each plot.

Identify the experimental units, the treatments, and the response variable in this study.

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A popular health magazine publishes an article claiming that "Eating oatmeal for breakfast causes people to live longer." This bold conclusion was based on a large-scale…

A popular health magazine publishes an article claiming that "Eating oatmeal for breakfast causes people to live longer." This bold conclusion was based on a large-scale observational study showing a strong positive association between the frequency of eating oatmeal and life expectancy.

Explain why the magazine's claim of causation is statistically flawed. Identify a specific potential confounding variable (also known as a lurking variable) and explain how it could account for the observed association between oatmeal consumption and longer life.

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Control, random assignment, and replication

A good experiment follows these principles.

Why random assignment? If people pick their own group, or the researcher chooses, the groups may differ before the treatment starts (in motivation, age, health). Chance spreads those differences, including ones you never thought of, roughly evenly across the groups.

Left: volunteers choose a group, so all motivated subjects end up in group A. Right: random assignment spreads motivated and unmotivated subjects between both groups. Subjects pick a groupRandom assignment Group AGroup BGroup AGroup B Filled circle = highly motivated subject; open circle = not motivatedLeft: the groups already differ before treatment. Right: the groups are similar.

After random assignment, the only systematic difference between the groups is the treatment. If the groups' responses differ by more than chance alone would explain (a statistically significant difference), we can conclude the treatment caused the difference.

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In a clinical trial for a new weight-loss drug, $150$ volunteers are randomly assigned to either the treatment group (receiving the drug) or the control group (receiving…

In a clinical trial for a new weight-loss drug, $150$ volunteers are randomly assigned to either the treatment group (receiving the drug) or the control group (receiving a placebo).

Explain the specific purpose of random assignment in this experiment. What potential problem does random assignment help to prevent, and how does it allow researchers to draw conclusions about cause and effect?

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A tech company wants to test a new ergonomic keyboard against their standard keyboard to see if it increases typing speed. They recruit $60$ employees. The first $30$…

A tech company wants to test a new ergonomic keyboard against their standard keyboard to see if it increases typing speed. They recruit $60$ employees. The first $30$ employees who arrive at work on Monday morning are given the ergonomic keyboard. The next $30$ employees to arrive are given the standard keyboard. They track the typing speed of both groups for a week. The group with the ergonomic keyboard showed a $15\%$ increase in typing speed.

Identify the major flaw in this experimental design. Explain how a specific confounding variable might be present due to this flaw, and describe how you would redesign the experiment to eliminate it.

Solve

Placebos and blinding

Just believing you are getting treatment can change how you feel. This placebo effect is real: people given a sugar pill often report less pain.

Blinding matters twice. Subjects who know they got the real drug may report improvement. Evaluators who know may unconsciously rate the treatment group more favorably.

Table comparing single-blind and double-blind experiments: who does and does not know who received the treatment PatientsDoctors and evaluators Single-blind Double-blind Don't knowKnowDon't knowDon't know Green: kept unaware. Orange: knows who got what.

A control group does not always need a placebo. It can receive the standard treatment, which is the right choice when withholding all treatment would be unethical. And blinding is not always possible: you cannot hide whether someone is on a diet or an exercise program.

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A pharmaceutical company is testing a new allergy medication. They recruit $200$ allergy sufferers and randomly assign $100$ to receive the new medication and $100$ to…

A pharmaceutical company is testing a new allergy medication. They recruit $200$ allergy sufferers and randomly assign $100$ to receive the new medication and $100$ to receive a placebo pill that looks and tastes exactly like the real medication. The patients do not know which pill they are taking, but the doctors administering the pills and recording the symptoms do know.

Is this a single-blind or double-blind experiment? Explain the specific purpose of using a placebo in this context.

Solve
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A university research hospital is conducting a clinical trial for a new, minimally invasive surgical procedure designed to relieve severe knee pain. Explain what a "sham…

A university research hospital is conducting a clinical trial for a new, minimally invasive surgical procedure designed to relieve severe knee pain.

Explain what a "sham surgery" (a surgical placebo) would entail in the context of this experiment. Discuss the scientific benefits of using a sham surgery to establish a control group and maintain a double-blind environment. Finally, contrast these scientific benefits with the ethical concerns of subjecting patients in the control group to the risks of anesthesia and incisions without providing the actual therapeutic treatment.

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Completely randomized designs and multiple factors

Flowchart of a completely randomized design: units are randomly assigned to two treatment groups and the responses are compared Experimentalunits Randomassignment Group 1:Treatment A Group 2:Treatment B Compareresponse variable

Sometimes there is more than one explanatory variable. Each is a factor with levels, and each combination of levels is one treatment. The number of treatments is the product of the numbers of levels.

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A chemical engineer is trying to maximize the yield of a chemical reaction. She suspects that both the temperature ($70^\circ\text{F}$ or $90^\circ\text{F}$) and the…

A chemical engineer is trying to maximize the yield of a chemical reaction. She suspects that both the temperature ($70^\circ\text{F}$ or $90^\circ\text{F}$) and the stirring rate (Slow, Medium, or Fast) affect the yield. She has $24$ identical reaction vats available for an experiment.

Design a completely randomized experiment with two factors to test her hypothesis. List all the specific treatments (combinations of levels) and explain exactly how you would randomly assign the $24$ vats to these treatments to ensure a balanced design.

FACTOR 1: Temperature FACTOR 2: Stirring Rate Slow Medium Fast 70°F 90°F Treatment 1 4 Vats Treatment 2 4 Vats Treatment 3 4 Vats Treatment 4 4 Vats Treatment 5 4 Vats Treatment 6 4 Vats
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Randomized block designs

Suppose you suspect that a certain characteristic of the units strongly affects the response, regardless of the treatment. If you leave it to chance in a completely randomized design, it adds noise, and the treatment effect may get lost. Blocking takes it out of the picture.

Flowchart of a randomized block design: units are sorted into blocks, treatments are randomly assigned within each block, and results are compared within blocks Block 1(similar units) Block 2(similar units) Randomassignmentinside block Randomassignmentinside block Treatment ATreatment BTreatment ATreatment B Comparewithin blocks

Why it works: within a block the units are alike, so differences between treatments there are due to the treatment (or chance), not to the blocking variable. The block-to-block differences are separated out of the comparison. This reduces variability and makes real treatment effects easier to detect.

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A researcher wants to study the effect of a new digital teaching platform on standardized test scores. She knows that a student's prior math ability (high, medium, or…

A researcher wants to study the effect of a new digital teaching platform on standardized test scores. She knows that a student's prior math ability (high, medium, or low) strongly influences their test scores regardless of the teaching method.

Explain the conceptual difference between blocking and stratifying in statistical design. If she is designing an experiment to test the teaching platform, which technique should she use to account for prior math ability, and how exactly should she implement it?

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An agronomist is testing four different fertilizer blends (A, B, C, and D) on the yield of a specific variety of wheat. The testing field is located on a hillside,…

An agronomist is testing four different fertilizer blends (A, B, C, and D) on the yield of a specific variety of wheat. The testing field is located on a hillside, meaning the plots at the top of the hill receive less water runoff and are drier than the plots at the bottom. There are $12$ plots available in total: $4$ at the top, $4$ in the middle, and $4$ at the bottom.

Design a randomized block experiment to test the fertilizers. Explain why blocking by hill position is necessary in this context, and detail how you would assign the treatments to the plots.

Randomized Block Design: Agricultural Field BLOCK 1: Top of Hill (Driest) Trt C Trt A Trt D Trt B BLOCK 2: Middle of Hill Trt D Trt B Trt C Trt A BLOCK 3: Bottom of Hill (Wettest) Trt A Trt D Trt B Trt C Treatments A, B, C, D randomized within EACH block
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Matched pairs designs

Matched pairs design: each student receives both treatments, and a coin flip decides the order One student(does both) Coin flip Heads: caffeinated soda first,decaf the next day Tails: decaf first,caffeinated soda the next day Compare the two reaction times for each student

Why is it better? Differences between people (some are naturally fast, some slow) are huge compared to the treatment effect. In a matched pairs design each subject is compared with themselves (or a near-twin), so that variability is removed. The result is more power: a greater chance of detecting a real treatment effect when there is one.

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A sports apparel company has developed a new running shoe material designed to reduce wear and tear. They want to compare it to their standard material. They recruit…

A sports apparel company has developed a new running shoe material designed to reduce wear and tear. They want to compare it to their standard material. They recruit $30$ marathon runners to participate in a study.

Design a matched pairs experiment to test which material is more durable. Explain exactly how randomization is incorporated into your design and why a matched pairs design is superior to a completely randomized design (where $15$ runners get the new shoes and $15$ get the standard shoes) for this specific study.

30 Marathon Runners Random Coin Flip per Runner Left Foot: New Material Right Foot: Standard Left Foot: Standard Right Foot: New Material Run for 1 Month Compare wear difference within EACH runner
Solve
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A dermatologist is testing a new topical ointment designed to clear up mild eczema. She has $40$ patients available for the study, all of whom have mild eczema patches…

A dermatologist is testing a new topical ointment designed to clear up mild eczema. She has $40$ patients available for the study, all of whom have mild eczema patches on both of their arms.

Compare a completely randomized design to a matched pairs design for this study. Describe exactly how each design would be implemented. Which design provides more statistical power to detect a true difference between the new ointment and a placebo, and why?

Solve

Scope of inference

After a study is done, there are two separate questions:

1. Can we generalize to a larger population? That depends on how the subjects were selected. Random selection from the population allows generalizing to that population.

2. Can we conclude cause and effect? That depends on whether the treatments were assigned at random (in a well-designed experiment).

Scope of inference table: random selection allows generalizing, random assignment allows cause and effect Random selectionNo random selection RandomassignmentNo randomassignment Generalize: yesCause and effect: yes Generalize: noCause and effect: yes Generalize: yesCause and effect: no Generalize: noCause and effect: no

Each cell has a typical situation:

Scenario Example Conclusion
Random selection + random assignment A random sample of Ohio adults is randomly split into two diet groups. Generalize to Ohio adults, and the diet caused the difference.
Random selection, no random assignment A random sample of Texas teens is surveyed on sleep and GPA. Generalize to Texas teens, but only an association.
No random selection, random assignment Volunteers from a gym are randomly assigned to two workouts. Cause and effect, but only for people like the volunteers.
Neither Students who post in a forum are asked about their study habits. Neither. It describes only the people who answered.
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A university professor randomly selects $50$ students from her introductory psychology class to participate in a study on memory. She then randomly assigns $25$ students…

A university professor randomly selects $50$ students from her introductory psychology class to participate in a study on memory. She then randomly assigns $25$ students to study a list of words with background music playing, and $25$ to study in silence. She finds that the group studying in silence scored significantly higher on a subsequent memory test.

Based on the design of this study, can the professor conclude that studying in silence causes better memory performance? Can she generalize these results to all university students? Justify both of your answers by referring to the principles of experimental design.

Solve
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Consider the "Scope of Inference" matrix, which dictates what conclusions can be drawn based on study design. Evaluate the following four scenarios: 1. Random selection…

Consider the "Scope of Inference" matrix, which dictates what conclusions can be drawn based on study design. Evaluate the following four scenarios:

  1. Random selection of participants, random assignment to treatments.

  2. Random selection of participants, no random assignment.

  3. No random selection (e.g., volunteers), random assignment to treatments.

  4. No random selection, no random assignment.

For each scenario, determine whether it is statistically valid to make an inference about the population, and whether it is valid to establish a cause-and-effect relationship. Provide a brief, real-world example of a study that fits Scenario 3.

Solve

Back to the start: the "92% loved the finale" number came from a voluntary response sample, so people who felt strongly were the ones who clicked. That cannot represent all subscribers. To find out, you would randomly select subscribers and follow up with the ones who didn't answer. And to test whether a study app raises quiz scores, you would randomly assign students to use it or a comparison method, keep conditions equal, and compare the results.

Summary

See all the exercises in this section