Types of Sampling

Sampling
Techniques

Non Probability Probability

Convenience Judgement Quota Snowball

Simple Multi
Stratified Systematic
Random Stage
Cluster
 Non-Probability
(where the samples for a study are gathered in a process that does not give all of the individuals in the population equal
chances of being selected)

• Convenience Sampling is applied by brands and organizations to measure

their perception of their image in the market. Data is collected from
potential customers to understand specific issues or manage opinions of a
newly launched product. In some cases, it is the only available option.
• A basic example of a convenience sampling method is when companies
distribute their promotional pamphlets and ask questions at a mall or on a
crowded street with randomly selected participants.
• Businesses use this sampling method to gather information to address
critical issues arising from the market. They also use it when collecting
feedback about a particular feature or a newly launched product from the
sample created.
 Advantages
• Collect data quickly: In situations where time is a constraint, many researchers
choose this method for quick data collection. Due to this simplicity, data
collection takes minimal time.
• Inexpensive to create samples: The money and time invested in other
probability sampling methods are quite large compared to convenience sampling
• Easy to do research: The name of this surveying technique clarifies how samples
are formed. Elements are easily accessible by the researchers and so, collecting
members for the sample becomes easy.
• Low cost: Low cost is one of the main reasons why researchers adopt this
technique. When on a small budget, researchers – especially students, can use
the budget in other areas of the project.
Disadvantages: There is always a chance that the randomly selected population
may not accurately represent the population of interest, thus increasing the chances of bias.

To remove bias you can resort to the following hacks

 Non-Probability contd.
• Judgement Sampling (also called Purposive Sampling)
• Judgment sampling, also referred to as judgmental sampling or authoritative
sampling, is a non-probability sampling technique where the researcher selects
units to be sampled based on her own existing knowledge, or her professional
judgment.
• Judgment sampling is most effective when only a limited number of individuals
possess the trait that a researcher is interested in. 
• Example: Studying habits of teenagers in age bracket(14-16)in Ghaziabad
• Advantages: Allows researchers to go to target population; less time consuming
• Disadvantages: Bias
 Non-Probability Contd.
• Quota sampling is defined as a non-probability sampling method in which
researchers create a sample involving individuals that represent a population.
• Researchers choose these individuals according to specific traits or qualities. They
decide and create quotas so that the market research samples can be useful in
collecting data. These samples can be generalized to the entire population. The
final subset will be decided only according to the interviewer’s or researcher’s
knowledge of the population.
• For example, a burger company wants to find out what age group prefers what
brand of burgers in a particular city. He/she applies quotas on the age groups of
21-30, 31-40, 41-50, and 51+.
• From this information, the researcher gauges the fast food eating trend among the
population of the city.
 Example of Quota Sampling
• A researcher wants to survey individuals about what smartphone brand they prefer to use.
Requirement is 500 respondents based on surveying ten states
• . How Quotas can be determined:
• Gender: 250 males and 250 females
• Age: 100 respondents each between the ages of 16-20, 21-30, 31-40, 41-50, and 51+
• Employment status: 350 employed and 150 unemployed people.
• (Researchers apply further nested quotas . For eg, out of the 150 unemployed people, 100 must be students.)
• Location: 50 responses per state
• Depending on the type of research, the researcher can apply quotas based on the sampling
frame.
• It is not necessary for the researcher to divide the quotas equally. He/she divides the quotas as
per his/her need (as shown in the example where the researcher interviews 350 employed and
only 150 unemployed individuals). Random sampling can be conducted to reach out to the
respondents.
 Snowball Sampling
• Snowball sampling is where research participants recruit other
participants for a test or study.
• It is used where potential participants are hard to find.
• It's called snowball sampling because (in theory) once you have the ball
rolling, it picks up more “snow” along the way and becomes larger and
larger.
• Example
• If a researcher wishes to interview undocumented immigrants from Mynmaar
(Rohingyas) then: interview a few undocumented individuals that he or she
knows or can locate, gain their trust, then rely on those subjects to help locate
more undocumented individuals
 Systematic Random Sampling

• Systematic sampling is a type of probability sampling method in which

sample members from a larger population are selected according to a
random starting point but with a fixed, periodic interval.
• This interval, called the sampling interval, is calculated by dividing the
population size by the desired sample size.
• Despite the sample population being selected in advance, systematic
sampling is still thought of as being random if the periodic interval is
determined beforehand and the starting point is random.
 Example of Systematic Random Sampling

• As a hypothetical example of systematic sampling, assume that in a population of

10,000 people, a statistician selects every 100th person for sampling.
• As another example, if you wanted to select a random group of 1,000 people from
a population of 50,000 using systematic sampling, all the potential participants
must be placed in a list and a starting point would be selected. Once the list is
formed, every 50th person on the list (starting the count at the selected starting
point) would be chosen as a participant, since 50,000/1,000 = 50.
• For example, if the selected starting point was 20, the 70th person on the list
would be chosen followed by the 120th, and so on. Once the end of the list was
reached and if additional participants are required, the count loops to the
beginning of the list to finish the count.
 Stratified Random Sampling:

• In this approach the entire population into homogeneous groups

called strata (plural for stratum). Random samples are then selected
from each stratum.
• For example, consider an academic researcher who would like to know the
number of MBA students in 2020 who received a job offer within three
months of graduation.
• The researcher will soon find that there were say almost 10,000 MBA
graduates for the year.
• They might decide to just take a simple random sample of 1000 graduates
and run a survey.
 Stratified Random Sampling:

• Better still, they could divide the population into strata and take a
random sample from the strata.
• To do this, they would create population groups based on gender, age
range, race, country of nationality, and career background.
• A random sample from each stratum is taken in a number
proportional to the stratum's size when compared to the population.
• These subsets of the strata are then pooled to form a random sample