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 in market research 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.

For example, if a drug manufacturer would like to research the adverse side
effects of a drug on the country’s population, it is almost impossible to conduct
a research study that involves everyone. In this case, the researcher decides
a sample of people from each demographic and then researches them, giving
him/her indicative feedback on the drug’s behavior.

Select your respondents

Types of sampling: sampling methods

Sampling in market 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.
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 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 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.
Select your respondents

Difference between probability sampling and non-

probability sampling methods

Probability Sampling Methods Non-Probability Sampling Methods

 Probability Sampling is a sampling Non-probability sampling is a sampling
technique in which samples from a larger technique in which the researcher selects
Definition
population are chosen using a method samples based on the researcher’s subjective
based on the theory of probability. judgment rather than 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
conclusively represented. almost always skewed.
Takes longer to conduct since the
This type of sampling method is quick since
research design defines the selection
Time Taken neither the sample or selection criteria of the
parameters before the market research
sample are undefined.
study begins.
This type of sampling is entirely unbiased This type of sampling is entirely biased and
Results and hence the results are unbiased too hence the results are biased too, rendering
and conclusive. the research speculative.
In probability sampling, there is an
underlying hypothesis before the study In non-probability sampling, the hypothesis is
Hypothesis
begins and the objective of this method is derived after conducting the research study.
to prove the hypothesis.
We have looked at the different types of sampling methods above and their
subtypes. To encapsulate the whole discussion, though, the significant
differences between probability sampling methods and non-probability
sampling methods are as below: