Simple random sampling is the most straightforward of the random sampling strategies. We use this strategy when we believe that the population is relatively homogeneous for the characteristic of interest.

For example, let's say you were surveying first-time parents about their attitudes toward mandatory seat belt laws. You might expect that their status as new parents might lead to similar concerns about safety. On campus, those who share a major might also have similar interests and values; we might expect psychology majors to share concerns about access to mental health services on campus.