Types of sampling: sampling methods

Probability sampling and non-probability sampling. Let’s take a closer look at

these two methods of sampling.
Probability sampling: Probability sampling is a sampling technique where a
researcher selects a few criteria and chooses members of a population randomly.
All the members have an equal opportunity to participate in the sample with this
selection parameter.
Non-probability sampling: In non-probability sampling, the researcher randomly
chooses members for research. This sampling method is not a fixed or predefined
selection process. This makes it difficult for all population elements to have equal
opportunities to be included in a sample.
Types of probability sampling with examples:
Probability sampling is a technique in which researchers choose samples from a
larger population 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 allows all members to be included in the
sample.
There are four types of probability sampling techniques:
1. 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, they would likely prefer picking chits out of a
bowl. In this case, each of the 500 employees has an equal opportunity of being
selected.
2. Cluster sampling: Cluster sampling is a method where the researchers
divide the entire population into sections or clusters representing 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 inferences from the
feedback.
For example, suppose the United States government wishes to evaluate the
number of immigrants living in the mainland US. In that case, 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.
3. Systematic sampling: Researchers use the systematic sampling method to
choose the sample members of a population at regular intervals. It requires
selecting 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; 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).
4. 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:
1. Reduce Sample Bias: Using the probability sampling method, the bias in the
sample derived from a population is negligible to non-existent. The sample
selection mainly depicts the researcher’s understanding and inference.
Probability sampling leads to higher-quality data collection as the sample
appropriately represents the population.
2. Diverse Population: When the population is vast and diverse, it is essential
to have adequate representation so that the data is not skewed toward one
demographic. For example, suppose Square would like to understand the
people that could make their point-of-sale devices. In that case, a survey
conducted from a sample of people across the US from different industries
and socio-economic backgrounds helps.
3. 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:
 1. Convenience sampling: This method depends 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 with 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.
2. Judgmental or purposive sampling: Judgmental or purposive samples are
formed at the researcher’s discretion. 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.
3. Snowball sampling: Snowball sampling is a sampling method that
researchers apply when the subjects are difficult to trace. For example,
surveying shelterless people or illegal immigrants will be extremely
challenging. In such cases, using the snowball theory, researchers can track
a few categories to interview and derive results. Researchers also
implement this sampling method when 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, members in this sampling technique
selection 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:
1. 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.
2. Exploratory research: Researchers use this sampling technique widely when
conducting qualitative research, pilot studies, or exploratory research.
3. 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
randomly 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 achieve your goal.
Select the method that works best for the research.