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Sample selection is a key factor in research design and can determine whether research questions will be answered before the study has even begun. Good sample selection and appropriate sample size strengthen a study, protecting valuable time, money and resources. In the context of healthcare research, poor design could lead to use of harmful practices, delays in new treatment and lost opportunities for high quality care. Not every study can achieve design perfection and researchers often seek a balance between the ideal sample and one that is feasible or convenient, acknowledging the limitations of their design decisions. Sample selection is far from simple but here are some of the techniques to think about as you read research and make the most out of your research endeavours.