Sampling is a statistical method used to collect data by taking a small, representative portion of a larger population. It involves selecting and measuring or observing a subset of individuals from a particular group in order to make inferences about the characteristics of that entire group. Sampling can be done through various techniques such as random sampling, stratified sampling, cluster sampling, and convenience sampling, among others. The choice of method depends on factors like the size of the population, the resources available for data collection, and the objectives of the study.