American Journal of Theoretical and Applied Statistics

2016; 5(1): 1-4

Published online December 22, 2015 (http://www.sciencepublishinggroup.com/j/ajtas)
doi: 10.11648/j.ajtas.20160501.11
ISSN: 2326-8999 (Print); ISSN: 2326-9006 (Online)

Comparison of Convenience Sampling and Purposive

Sampling
Ilker Etikan, Sulaiman Abubakar Musa, Rukayya Sunusi Alkassim
Department of Biostatistics, Near East University, Nicosia-TRNC, Cyprus

Email address:
[email protected] (I. Etikan), [email protected] (I. Etikan), [email protected] (S. A. Musa),
[email protected] (R. S. Alkassim)

To cite this article:

Ilker Etikan, Sulaiman Abubakar Musa, Rukayya Sunusi Alkassim. Comparison of Convenience Sampling and Purposive Sampling.
American Journal of Theoretical and Applied Statistics. Vol. 5, No. 1, 2016, pp. 1-4. doi: 10.11648/j.ajtas.20160501.11

Abstract: This article studied and compared the two nonprobability sampling techniques namely, Convenience Sampling
and Purposive Sampling. Convenience Sampling and Purposive Sampling are Nonprobability Sampling Techniques that a
researcher uses to choose a sample of subjects/units from a population. Although, Nonprobability sampling has a lot of
limitations due to the subjective nature in choosing the sample and thus it is not good representative of the population, but it is
useful especially when randomization is impossible like when the population is very large. It can be useful when the researcher
has limited resources, time and workforce. It can also be used when the research does not aim to generate results that will be
used to create generalizations pertaining to the entire population. Therefore, there is a need to use nonprobability sampling
techniques. The aim of this study is to compare among the two nonrandom sampling techniques in order to know whether one
technique is better or useful than the other. Different articles were reviewed to compare between Convenience Sampling and
Purposive Sampling and it is concluded that the choice of the techniques (Convenience Sampling and Purposive Sampling)
depends on the nature and type of the research.
Keywords: Convenience Sampling, Purposive Sampling, Sampling Techniques

1. Introduction Why would researcher consider using nonprobability

sampling? In some situations, the population may not be well
Sample is a portion of a population or universe [20]. defined. In other situations, there may not be great concern in
However, by population, many often consider to people only. drawing inferences from the sample to the population.
Population does not necessarily mean a number of people Perhaps, the most common reason for using nonprobability
[22]. It can also refer to total quantity of the things or cases sampling is that it is cheaper than probability sampling and
which are the subject of our research. Probability sampling is can often be implemented more quickly [1].
defined as having the “distinguishing characteristic that each It is very crucial for a researcher to determine which non
unit in the population has a known, nonzero chance of being probability sampling technique is applicable to his study. The
included in the sample” [8]. It is described more clearly as technique to be used depends on the type, nature and purpose
“every participant has an equal probability of being selected” of the study. When subjects are chose because of the close
from the population [6]. In probability sampling, each proximity to a researcher, that is, the ones that are easier for
element in the population has a known nonzero chance of the researcher to access, the researcher is making a
being selected through the use of a random selection convenience sampling. But for purposive sampling, a
procedure [1]. In nonprobability sampling, randomization is researcher has something in mind and participants that suit
not important in selecting a sample from the population of the purpose of the study are included.
interest. Rather, subjective methods are used to decide which
elements are included in the sample. Hence, nonprobability
sampling is a sampling technique where the samples are 2. Convenience Sampling
gathered in a process that does not give all the participants or
In every type of research, it would be superlative to use the
units in the population equal chances of being included.
whole population, but in most cases, it is not possible to
2 Ilker Etikan et al.: Comparison of Convenience Sampling and Purposive Sampling.

include every subject because the population is almost finite. the population regarding the traits or mechanism under
This is the rationale behind using sampling techniques like research. What makes convenience samples so unpredictable
convenience sampling by most researchers [5]. is their vulnerability to severe hidden biases [12].
Convenience sampling (also known as Haphazard
Sampling or Accidental Sampling) is a type of nonprobability 2.1. Benchmark Problem
or nonrandom sampling where members of the target
population that meet certain practical criteria, such as easy A psychologist is interested in the impacts of social
accessibility, geographical proximity, availability at a given network on study habits of Nigerian university students. To
time, or the willingness to participate are included for the test the whole population, the researcher would need all
purpose of the study [4]. It is also referred to the researching current university students and hence, a lot of time, energy
subjects of the population that are easily accessible to the and resources.
researcher [18]. Convenience samples are sometimes A sample would be a selection of few students from all of
regarded as ‘accidental samples’ because elements may be the Universities in Nigeria, which the researcher has to get
selected in the sample simply as they just happen to be for the testing.
situated, spatially or administratively, near to where the The convenience sample here would be a group of students
researcher is conducting the data collection. Ecological data from Abubakar Tafawa Balewa University, Bauchi, a
are often taken using convenience sampling, here data are Nigerian University where the Psychologist is working as
collected along roads, trails or utility corridors and hence are lecturer.
not representative of population of interest. Other example of We learnt from the above that, the psychologist was
convenience sampling include data taken subjectively near subjective as the only students of Abubakar Tafawa Balewa
camp, around parking areas, or an areas where density is University, Bauchi were included in the study. With this
known to be high. Biologist often use convenience sampling sample the researcher would utilize little time and resource.
in the field work because it is easier like walking on a road The selected students in this study are different from other
and stop occasionally to record numbers. With numbers Nigerian University students. Thus, this may undermine the
derive from convenience sampling, one can make only weak ability of the Psychologist to make generalisations from the
statement about some characteristic of the sample itself rather sample to the population.
than a formal inductive inference concerning the population Therefore, in convenience sampling, the individuals
of interest. Further explains that, “captive participants such as selected by the researcher may not be applicable to the
students in the researcher’s own institution are main research problem. Hence, there is a risk of collecting poor
examples of convenience sampling” [4]. quality data due to poor research outcomes and as such,
Convenience Sampling is affordable, easy and the subjects difficult to convince others to accept the findings of research
are readily available. It is compulsory for the researcher to based on poor foundation [16]. Some methods literature
describe how the sample would differ from the one that was disregards convenience sampling as being an inappropriate
randomly selected. It is also necessary to describe the method in social research due to the severe limitations [12].
subjects who might be excluded during the selection process 2.2. Purposive Sampling
or the subjects who are overrepresented in the sample [5].
The main objective of convenience sampling is to collect Data gathering is crucial in research, as the data is meant to
information from participants who are easily accessible to the contribute to a better understanding of a theoretical
researcher like recruiting providers attending a staff meeting framework [2]. It then becomes imperious that selecting the
for study participation. Although commonly used, it is manner of obtaining data and from whom the data will be
neither purposeful nor strategic [11]. The main assumption acquired be done with sound judgment, especially since no
associated with convenience sampling is that the members of amount of analysis can make up for improperly collected data
the target population are homogeneous. That is, that there [21]. The purposive sampling technique, also called judgment
would be no difference in the research results obtained from sampling, is the deliberate choice of a participant due to the
a random sample, a nearby sample, a co-operative sample, or qualities the participant possesses. It is a nonrandom
a sample gathered in some inaccessible part of the population technique that does not need underlying theories or a set
[10]. number of participants. Simply put, the researcher decides
Point out that the obvious disadvantage of convenience what needs to be known and sets out to find people who can
sampling is that it is likely to be biased [13]. They advise and are willing to provide the information by virtue of
researchers that the convenience sampling should not be knowledge or experience [2]. It is typically used in
taken to be representative of the population. Still, there is qualitative research to identify and select the information-rich
another problem of great concern related to convenience cases for the most proper utilization of available resources
sampling, i.e. the problem of outliers. Because of the high [17]. This involves identification and selection of individuals
self-selection possibility in non-probability sampling, the or groups of individuals that are proficient and well-informed
effect of outliers can be more devastating in this kind of with a phenomenon of interest [3]. In addition to knowledge
subject selection. Outliers are cases whom consider as not and experience, [2] and [19] note the importance of
belonging to the data. In a convenience sample, on the availability and willingness to participate, and the ability to
contrary, neither biases nor their probabilities are quantified communicate experiences and opinions in an articulate,
[7]. In fact, the researcher does not know how well a expressive, and reflective manner. Unlike random
convenience sample will represent
 American Journal of Theoretical and Applied Statistics 2016; 5(1): 1-4 3

studies, which deliberately include a diverse cross section of or where funds are limited, Critical Case Sampling is a
ages, backgrounds and cultures, the idea behind purposive method where a select number of important or “critical”
sampling is to concentrate on people with particular cases are selected and then examined. The criterion for
characteristics who will better be able to assist with the deciding whether or not an example is “critical” is generally
relevant research. decided using the following statements: “If it happens there,
will it happen anywhere?” or “if that group is having
3. Purposive Sampling Methods problems, then can we be sure all the groups are having
problems?”
3.1. Maximum Variation Sampling
3.6. Total Population Sampling
The idea behind MVS is to look at a subject from all
available angles, thereby achieving a greater understanding. On occasion, it may be that leaving out certain cases from
Also known as "Heterogeneous Sampling", it involves your sampling would be as if you had an incomplete puzzle -
selecting candidates across a broad spectrum relating to the with obvious pieces missing. In this instance, the best
topic of study. For example, if one was researching an sampling method to use is Total Population Sampling. TPS is
education program would include students who hated the a technique where the entire population that meet the criteria
program, students classed as “typical” and students who (e.g. specific skill set, experience, etc.) are included in the
excelled. This type of sampling is useful when a random research being conducted. Total Population Sampling is more
sample is not taken, for instance, if the sample pool is too commonly used where the number of cases being
small. investigated is relatively small.

3.2. Homogeneous Sampling 3.7. Expert Sampling

This form of sampling, unlike MVS, focuses on candidates As indicated by the name, Expert Sampling calls for
who share similar traits or specific characteristics. For experts in a particular field to be the subjects of the purposive
example, participants in Homogenous Sampling would be sampling. This sort of sampling is useful when the research is
similar in terms of ages, cultures, jobs or life experiences. expected to take a long time before it provides conclusive
The idea is to focus on this precise similarity and how it results or where there is currently a lack of observational
relates to the topic being researched. For example, if one was evidence. Expert sampling is a positive tool to use when
researching long-term side effects of working with asbestos, investigating new areas of research, to garner whether or not
for a Homogenous Sampling, the only people who had further study would be worth the effort.
worked with asbestos for 20 years or longer are included.
4. Benchmark Problem
3.3. Typical Case Sampling
A data analyst wants to get an opinion from pregnant
TCS is useful when a researcher is dealing with large women who attend second Ante Natal Care (ANC2 or 2 nd
programs, it helps set the bar of what is standard or “typical”. ANC) pertaining their pregnancy in Kano State of Nigeria for
Candidates are generally chosen based on their likelihood of the month of October, 2015. The analyst goes to the health
behaving like everyone else. For example, if one was facilities offering Ante Natal Care service and then focus on
researching the reactions of 9th grade students to a job pregnant women that come for Second ANC (ANC2).
placement program, would select classes from similar socio- Here, the analyst’s target is pregnant women who come for
economic regions, as opposed to selecting a class from an a second ANC and those who come for first, third and 4 or
poorer inner city school, another from a mid-west farming more ANCs are excluded. That is the purposive sampling
community, and another from an affluent private school. because it starts with a purpose in mind and the sample is
3.4. Extreme/Deviant Case Sampling thus selected to include people of interest and exclude those
who do not suit the purpose.
The polar opposite of Typical Case Sampling, Extreme (or
Deviant) Case Sampling is designed to focus on individuals
that are unusual or atypical. This form of sampling is more 5. Convenience Sampling
often used when researchers are developing “best in practice” Versus Purposive Sampling
guidelines or are looking into “what not to do”. An example
would be a study into heart surgery patients who recovered Convenience sampling technique is applicable to both
significantly faster or slower than average. Researchers qualitative and quantitative studies, although it is most
would be looking for variations in these cases to explain why frequently used in quantitative studies while purposive
their recoveries were atypical. sampling is typically used in qualitative studies [5].
Quantitative methods are intended to achieve breadth of
3.5. Critical Case Sampling understanding while qualitative methods are for the most
part, intended to achieve depth of understanding [17].
Extremely popular in the initial stages of research to Observe, whether the technique employed is convenience
determine whether or not a more in depth study is warranted, sampling or
4 Ilker Etikan et al.: Comparison of Convenience Sampling and Purposive Sampling.

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