14.

Techniques of Sampling

Types of Sampling: Sampling Methods

What is sampling?

Sampling definition: Sampling is a technique of selecting individual members or a

subset of the population to make statistical inferences from them and estimate
characteristics of the whole population. Different sampling methods are widely used by
researchers so that they do not need to research the entire population to collect
actionable insights. It is also a time-convenient and a cost-effective method and hence
forms the basis of any research design. Sampling techniques can be used in a research
survey software for optimum derivation.

Types of sampling: sampling methods

Sampling is of two types – probability sampling and non-probability sampling.

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.

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.
In this blog, we discuss the various probability and non-probability sampling methods that
you can implement in any market research study.

Types of probability sampling

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 bias
in the population and gives all members a fair chance to be included in the sample.
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

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:
• Judgmental 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.

Difference between probability sampling and non-probability sampling methods

Probability Sampling Methods Non-Probability Sampling Methods

Probability Sampling is a sampling technique Non-probability sampling is a sampling technique
in which samples from a larger population are in which the researcher selects samples based on
Definition
chosen using a method based on the theory of the researcher’s subjective judgment rather than
probability. random selection.
Alternatively
Random sampling method. Non-random sampling method
Known as
Population
The population is selected randomly. The population is selected arbitrarily.
selection
Nature The research is conclusive. The research is exploratory.
Since there is a method for deciding the Since the sampling method is arbitrary, the
Sample sample, the population demographics are population demographics representation is almost
conclusively represented. always skewed.
Takes longer to conduct since the research This type of sampling method is quick since neither
Time Taken design defines the selection parameters the sample or selection criteria of the sample are
before the market research study begins. undefined.
This type of sampling is entirely unbiased and This type of sampling is entirely biased and hence
Results hence the results are unbiased too and the results are biased too, rendering the research
conclusive. speculative.
In probability sampling, there is an underlying
hypothesis before the study begins and the In non-probability sampling, the hypothesis is
Hypothesis
objective of this method is to prove the derived after conducting the research study.
hypothesis.