West says complex sampling more representative, cost-efficient than simple random sampling in national surveys
"How Uncle Sam Conducts Surveys" - Wall Street Journal. 4/22/2016.
National surveys provide essential information for programs and policies. But what's the best way to collect the survey data? Brady West says it is to use a complex sample that affords the benefits of a simple random sample while minimizing the expense of travel. “You want to design the most cost-efficient sample that gives you the most representative data,” West says.