SAMPLING AND ITS TYPES

What is sampling?
Sampling is a technique of selecting individual members or a subset of the population to make
statistical inferences from them and estimate the characteristics of the whole population.
Different sampling methods are widely used by researchers in research so that they do not need
to research the entire population to collect actionable insights.

Types of sampling: sampling methods 

Sampling in market action research is of two types – probability sampling and non-probability
sampling. Let’s take a closer look at these two methods of sampling.

1. Probability sampling: Probability sampling is a sampling technique where a researcher sets a

selection of a few criteria and chooses members of a population randomly. All the members
have an equal opportunity to be a part of the sample with this selection parameter.
2. Non-probability sampling: In non-probability sampling, the researcher chooses members for
research at random. This sampling method is not a fixed or predefined selection process. This
makes it difficult for all elements of a population to have equal opportunities to be included in
a sample.

Types of probability sampling with examples:

Probability sampling is a sampling technique in which researchers choose samples from a larger
population using a method based on the theory of probability. This sampling method considers
every member of the population and forms samples based on a fixed process.

For example, in a population of 1000 members, every member will have a 1/1000 chance of
being selected to be a part of a sample. Probability sampling eliminates sampling bias in the
population and gives all members a fair chance to be included in the sample.

There are four types of probability sampling techniques:

 Simple random sampling: One of the best probability sampling techniques that helps in
saving time and resources, is the Simple Random Sampling method. It is a reliable method of
obtaining information where every single member of a population is chosen randomly, merely
by chance. Each individual has the same probability of being chosen to be a part of a sample.
For example, in an organization of 500 employees, if the HR team decides on conducting team
building activities, it is highly likely that they would prefer picking chits out of a bowl. In this
case, each of the 500 employees has an equal opportunity of being selected.
 Cluster sampling: Cluster sampling is a method where the researchers divide the entire
population into sections or clusters that represent a population. Clusters are identified and
included in a sample based on demographic parameters like age, sex, location, etc. This makes
it very simple for a survey creator to derive effective inference from the feedback.
For example, if the United States government wishes to evaluate the number of immigrants
living in the Mainland US, they can divide it into clusters based on states such as California,
Texas, Florida, Massachusetts, Colorado, Hawaii, etc. This way of conducting a survey will be
more effective as the results will be organized into states and provide insightful immigration
data.
 Systematic sampling: Researchers use the systematic sampling method to choose the sample
members of a population at regular intervals. It requires the selection of a starting point for the
sample and sample size that can be repeated at regular intervals. This type of sampling method
has a predefined range, and hence this sampling technique is the least time-consuming.
For example, a researcher intends to collect a systematic sample of 500 people in a population
of 5000. He/she numbers each element of the population from 1-5000 and will choose every
10th individual to be a part of the sample (Total population/ Sample Size = 5000/500 = 10).
 Stratified random sampling: Stratified random sampling is a method in which the researcher
divides the population into smaller groups that don’t overlap but represent the entire
population. While sampling, these groups can be organized and then draw a sample from each
group separately.
For example, a researcher looking to analyze the characteristics of people belonging to
different annual income divisions will create strata (groups) according to the annual family
income. Eg – less than $20,000, $21,000 – $30,000, $31,000 to $40,000, $41,000 to $50,000,
etc. By doing this, the researcher concludes the characteristics of people belonging to different
 income groups. Marketers can analyze which income groups to target and which ones to
eliminate to create a roadmap that would bear fruitful results.

Uses of probability sampling

There are multiple uses of probability sampling:

 Reduce Sample Bias: Using the probability sampling method, the bias in the sample derived
from a population is negligible to non-existent. The selection of the sample mainly depicts the
understanding and the inference of the researcher. Probability sampling leads to higher
quality data collection as the sample appropriately represents the population.
 Diverse Population: When the population is vast and diverse, it is essential to have adequate
representation so that the data is not skewed towards one demographic. For example, if Square
would like to understand the people that could make their point-of-sale devices, a survey
conducted from a sample of people across the US from different industries and socio-
economic backgrounds helps.
 Create an Accurate Sample: Probability sampling helps the researchers plan and create an
accurate sample. This helps to obtain well-defined data.
Types of non-probability sampling with examples
The non-probability method is a sampling method that involves a collection of feedback based
on a researcher or statistician’s sample selection capabilities and not on a fixed selection process.
In most situations, the output of a survey conducted with a non-probable sample leads to skewed
results, which may not represent the desired target population. But, there are situations such as
the preliminary stages of research or cost constraints for conducting research, where non-
probability sampling will be much more useful than the other type.

Four types of non-probability sampling explain the purpose of this sampling method in a better
manner:

 Convenience sampling: This method is dependent on the ease of access to subjects such as

surveying customers at a mall or passers-by on a busy street. It is usually termed
as convenience sampling, because of the researcher’s ease of carrying it out and getting in
touch with the subjects. Researchers have nearly no authority to select the sample elements,
 and it’s purely done based on proximity and not representativeness. This non-probability
sampling method is used when there are time and cost limitations in collecting feedback. In
situations where there are resource limitations such as the initial stages of research,
convenience sampling is used.
For example, startups and NGOs usually conduct convenience sampling at a mall to distribute
leaflets of upcoming events or promotion of a cause – they do that by standing at the mall
entrance and giving out pamphlets randomly.
 Judgmental or purposive sampling: Judgemental or purposive samples are formed by the
discretion of the researcher. Researchers purely consider the purpose of the study, along with
the understanding of the target audience. For instance, when researchers want to understand
the thought process of people interested in studying for their master’s degree. The selection
criteria will be: “Are you interested in doing your masters in …?” and those who respond with
a “No” are excluded from the sample.
 Snowball sampling: Snowball sampling is a sampling method that researchers apply when the
subjects are difficult to trace. For example, it will be extremely challenging to survey
shelterless people or illegal immigrants. In such cases, using the snowball theory, researchers
can track a few categories to interview and derive results. Researchers also implement this
sampling method in situations where the topic is highly sensitive and not openly discussed—
for example, surveys to gather information about HIV Aids. Not many victims will readily
respond to the questions. Still, researchers can contact people they might know or volunteers
associated with the cause to get in touch with the victims and collect information.
 Quota sampling:  In Quota sampling, the selection of members in this sampling technique
happens based on a pre-set standard. In this case, as a sample is formed based on specific
attributes, the created sample will have the same qualities found in the total population. It is a
rapid method of collecting samples.

Uses of non-probability sampling

Non-probability sampling is used for the following:

 Create a hypothesis: Researchers use the non-probability sampling method to create an

assumption when limited to no prior information is available. This method helps with the
immediate return of data and builds a base for further research.
 Exploratory research: Researchers use this sampling technique widely when conducting
qualitative research, pilot studies, or exploratory research.
 Budget and time constraints: The non-probability method when there are budget and time
constraints, and some preliminary data must be collected. Since the survey design is not rigid,
it is easier to pick respondents at random and have them take the survey or questionnaire.
How do you decide on the type of sampling to use?
For any research, it is essential to choose a sampling method accurately to meet the goals of your
study. The effectiveness of your sampling relies on various factors. Here are some steps expert
researchers follow to decide the best sampling method.

 Jot down the research goals. Generally, it must be a combination of cost, precision, or
accuracy.
 Identify the effective sampling techniques that might potentially achieve the research goals.
 Test each of these methods and examine whether they help in achieving your goal.
 Select the method that works best for the research.
 Probability Sampling Methods

Non-probability sampling is a
Probability Sampling is a
sampling technique in which the
sampling technique in which
researcher selects samples based
Definition samples from a larger population
on the researcher’s subjective
are chosen using a method based
judgment rather than random
on the theory of probability.
selection.

Alternatively
Random sampling method. Non-random sampling method
Known as

Population The population is selected The population is selected

selection randomly. arbitrarily.

Nature The research is conclusive. The research is exploratory.

Since there is a method for Since the sampling method is

deciding the sample, the arbitrary, the population
Sample
population demographics are demographics representation is
conclusively represented. almost always skewed.
 Takes longer to conduct since the This type of sampling method is
research design defines the quick since neither the sample or
Time Taken
selection parameters before the selection criteria of the sample
market research study begins. are undefined.

This type of sampling is entirely

This type of sampling is entirely
biased and hence the results are
Results unbiased and hence the results
biased too, rendering the
are unbiased too and conclusive.
research speculative.

In probability sampling, there is

an underlying hypothesis before In non-probability sampling, the
Hypothesis the study begins and the objective hypothesis is derived after
of this method is to prove the conducting the research study.
hypothesis.