Assignment of: Research Methodology

Quota Sampling
Assignment # 3

Submitted By Faiza Siddique

Submitted To Dr. Muhammad Zeb Khan

Subject MP 5103 - Research Methodology

1. What is the sampling?

Program MSPM

Semester 1st

Section A

Reg. No 2267199

Sampling is a technique of choosing individual members or a subgroup of the population to make statistical
inferences from them and estimate the features of the whole population. Different sampling methods are

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Assignment of: Research Methodology

widely used by researchers in market research so that they do not need to research the entire population to
collect actionable insights.

2. What is Quota sampling?

 A non-probability sampling method that relies on the non-random selection of, pre-determined
number or proportion of units.
 In this type of sampling researchers creates a convenience sample involving individuals that
represent a population. Here, the individuals are chosen according to specific traits or qualities.
 The process of selecting a sample based on required, exact numbers, or quotas, of individuals or
groups of varying characteristics.

3. Process of Quota sampling

 Step 1: Firstly, the population should be divided into mutually exclusive subgroups
 Step 2: Next is to determine the proportions of the subgroups made in the previous step, since the
same proportion would be used during the sampling process
 Step 3: Now, the researcher has to choose individual observations or items from the subgroups. Also,
the proportions found previously are to be taken into consideration
 Step 4: The last and final step is to ensure that the obtained sample should be representative of the
whole population and allow the researcher to study characteristics and traits.

4. Applications of quota sampling

1. It is used where researchers have time constraints and specific research conducting criteria.
2. Applying quota gives the idea of whole population in little time.
2. It is applied where researcher is on a tight budget. (So, instead of researching a large population,
money is saved, by using few quotas to get whole picture of population)
3. Mostly used for Qualitative research.
4. When a researcher wants to have a broad picture of behavior and attitude of population.

5. Advantages of Quota Sampling

 Saves time. (It is a quick and straight forward method; sample is completed as soon as the required
quota is fulfilled)
 Saves money. (Minimum budget is required)
 Widely used in large-scale surveys when data is obtained from easily accessible individuals within
well-defined categories.
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Assignment of: Research Methodology

6. Disadvantages of quota sampling

 There is a potential for selection bias.

 Sample selection is not random.
 People are less accessible or more difficult to contact, reluctant to participate are underrepresented.

7. Examples:

Let say if a restaurant wants to launch a new meal type, but first want to know about the customer interest,
then in this case quota sampling can be done as restaurant owner don’t know about total population coming
to the restaurant on daily basis so by following quota sampling process

Divide population into sub group like Diet based, Age group, Area based. Let say we want to focus on
dietary preferences, divide population into meat eaters, vegetarian and vegan drawing a total sample of 600
people out of which 40% are meat lover, 50% are vegetarian and 10% are vegans. Now researcher will do
study on the basis on pre-defined sub groups.

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