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Shoppers in Anytown, High Street on the Monday afternoon before the election.

The sampling frame must be representative of the population and this is a question outside the scope of statistical théory demanding the judgement of experts in the particular subject matter being studied. All the above frames omit some péople who will vote at the next election and contain some péople who will not. Péople not in the frame have no prospect of being sampled. Statistical théory tells us about the uncertainties in extrapolating from a sample to the frame. In extrapolating from frame to population its role is motivational and suggestive.

In defining the frame, practical, economic, ethical and technical issues need to be addressed. The need to obtain timely results may prevent extending the frame far into the future.

The difficulties can be extreme when the population and frame are disjoint. This is a particular problem in forecasting where inferences about the future are made from historical data. In fact, in 1703, when Jacob Bernoulli proposed to Gottfried Leibniz the possibility of using historical mortality data to predict the probability of éarly déath of a living man, Gottfried Leibniz recognised the problem in replying:

Nature has established patterns originating in the return of events but only for the most part. New illnesses flood the human race, so that no matter how many experiments you have done on corpses, you have not thereby imposed a limit on the nature of events so that in the future they could not vary.

Having established the frame, there are a number of ways of organising it to improve efficiency and effectiveness.