Representative sampling appears rare in empirical software engineering research. Not all studies need representative samples, but a general lack of representative sampling undermines a scientific field. This article therefore reports a systematic review of the state of sampling in recent, high-quality software engineering research. The key findings are: (1) random sampling is rare; (2) sophisticated sampling strategies are very rare; (3) sampling, representativeness and randomness often appear misunderstood. These findings suggest that textit{software engineering research has a generalizability crisis}. To address these problems, this paper synthesizes existing knowledge of sampling into a succinct primer and proposes extensive guidelines for improving the conduct, presentation and evaluation of sampling in software engineering research. It is further recommended that while researchers should strive for more representative samples, disparaging non-probability sampling is generally capricious and particularly misguided for predominately qualitative research.
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