"Stratified" Sampling
Like any other scientific study, the validity of jury research results is based on the quality of the scientific sample, in this case the actual research jurors who are being studied. For online jury research, this means that the individual characteristics of the virtual jurors who participate in the jury study should match as closely as possible with those of a hypothetical "ideal" juror for a particular case. In most jury research, these characteristics segment according to the following criteria: demographics, personality, attitudes, beliefs and life experience. Choosing research jurors on the basis of these individual characteristics is known as "stratified" sampling.
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