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Quota Sampling - Research Methodology
Quota Sampling - Research Methodology
Quota Sampling - Research Methodology
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Quota sampling
Quota sampling method is a non-probability sampling and it can be defined as a sampling method of gathering representative data from a
group. Application of quota sampling ensures that sample group represents certain characteristics of the population chosen by the
researcher.
Quota sampling can be divided into two groups: controlled and uncontrolled.
Controlled quota sampling involves introduction of certain restrictions in order to limit researcher’s choice of samples.
Uncontrolled quota sampling, on the other hand, resembles convenience sampling method in a way that researcher is free to choose
sample group members according to his/her will.
The main difference between quota and stratified sampling can be explained in a way that in quota sampling researchers use non-random
sampling methods to gather data from one stratum until the required quota fixed by the researcher is fulfilled. Accordingly, the quota is based
on the proportion of subclasses in the population.
1. Dividing the population into specific groups. Virgin Media employees in the UK as the sampling frame need to be divided into the
following five groups according to their cultural background:
1. European
2. Asian (India)
3. Asian (China)
4. Black (African)
5. Other
2. Calculating a quota for each group. You supervisor confirms that in order to achieve research objectives, 30 representatives from each
group and the total sample size of 150 respondents would be appropriate.
Both genders, males and females need to be represented equally in your sample group. This is an important condition that has to be
satisfied. Accordingly, you recruit 15 males and 15 females from each group.
Application of quota sampling ensures that sample group represents certain characteristics of the population chosen by the researcher. In
example above, an equal representation of both genders, males and females has been chosen as an important characteristic of sampling.
3. Quota sampling is not dependent on the presence of the sampling frames. In occasions where suitable sampling frame is absent, quota
sampling may be the only appropriate choice available.
2. While this sampling technique might be very representative of the quota-defining characteristics, other important characteristics may be
disproportionately represented in the final sample group.
3. There is a great potential for researcher bias and the quality of work may suffer due to researcher incompetency and/or lack of experience
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3. There is a great potential for researcher bias and the quality of work may suffer due to researcher incompetency and/or lack of experience
My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step approach contains a detailed, yet simple
explanation of sampling methods. The e-book explains all stages of the research process starting from the selection of the research area to
writing personal reflection. Important elements of dissertations such as research philosophy, research approach, research design, methods
of data collection and data analysis are explained in this e-book in simple words. John Dudovskiy
[1] Saunders, M., Lewis, P. & Thornhill, A. (2012) “Research Methods for Business Students” 6th edition, Pearson Education Limited
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