SAMPLING

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. Sampling in market research is of two types – probability
sampling and non-probability sampling.

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.

Types of Probability Sampling:

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.
Example: when a coin is tossed, there is an equal chance of getting either a head
or a tail.

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.
Example: Calculating students of 10th-12th interested in different streams by
dividing the total number of students into streams like mathematics, science,
commerce, arts.

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.
Example: When a lecturer asks students to present their assignments telling 1-10
roll numbers on Monday, 11-20 on Tuesday and so on. Here, the lecturer is
selecting the students in a systematic order

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.
Example: Calculating people who watch television on a regular basis by dividing
the whole population into kids, teens, adults, middle age adults, senior adults.

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.

Types of Non-Probability Sampling:

Convenience sampling: It is a non-probability sampling technique where samples

are selected from the population only because they are conveniently available to
the researcher. Researchers choose these samples just because they are easy to
recruit, and the researcher did not consider selecting a sample that represents the
entire population.

Example: when we collect data on what infants regularly do, we only tend to ask
our neighbors and friends according to our convenience and come to a conclusion.

Purposive or Judgmental sampling: In this type of non probability sampling, the

researchers select the samples based purely on the researcher’s knowledge and
credibility. In other words, researchers choose only those people who they deem fit
to participate in the research study.

Example: When a group of students are to be represented for the whole college in
a competition, the teacher selects the students whom she believes and only
considers them to be a part.
Snowball sampling: Snowball sampling helps researchers find a sample when
they are difficult to locate. Researchers use this technique when the sample size is
small and not easily available. This sampling system works like the referral
program. Once the researchers find suitable subjects, he asks them for assistance to
seek similar subjects to form a considerably good size sample.

Example: recruiting people into any organization. The recruiting team will be
providing links and the websites for some group of college groups for application
and then the college groups share it to the students and students then share it to
their friends who want to apply for job.

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.
Example: collecting data of pet food. This research only implies to a specific
category of people that is the people who have pets.