Sampling
Sampling
Definition: Sampling is defined as the process of selecting certain members or a subset of the
population to make statistical inferences from them and to estimate characteristics of the
whole population.
Sampling is 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.
For example, if a drug manufacturer would like to research the adverse side effects of a drug
on the population of the country, it is close to impossible to be able to conduct a research
study that involves everyone. In this case, the researcher decides a sample of people from
each demographic and then conducts the research on them which gives them an indicative
feedback on the behavior of the drug on the population.
Any market research study requires two essential types of sampling. They are:
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 largely
depicts the understanding and the inference of the researcher. Probability sampling leads to
higher quality data collection as the population is appropriately represented by the sample.
Diverse Population: When the population is large and diverse, it is important 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 their point-of-sale
devices, a survey conducted from a sample of people across 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.
Non-probability sampling is a sampling method in which not all members of the population
have an equal chance of participating in the study, unlike probability sampling, where each
member of the population has a known chance of being selected. Non-probability sampling is
most useful for exploratory studies like a pilot survey (deploying a survey to a smaller sample
compared to pre-determined sample size). Researchers use this method in studies where it is
not possible to draw random probability sampling due to time or cost considerations.
CONVENIENCE SAMPLING:
In the judgmental sampling method, 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.
Judgmental or purposive sampling is not a scientific method of sampling, and the downside
to this sampling technique is that the preconceived notions of a researcher can influence
the results. Thus, this research technique involves a high amount of ambiguity.
CONSECUTIVE SAMPLING:
QUOTA SAMPLING:
Hypothetically consider, a researcher wants to study the career goals of male and female
employees in an organization. There are 500 employees in the organization, also known as
the population. To understand better about a population, the researcher will need only a
sample, not the entire population. Further, the researcher is interested in particular strata
within the population. Here is where quota sampling helps in dividing the population into
strata or groups.
For Example, In an organization, for studying the career goals of 500 employees,
technically, the sample selected should have proportionate numbers of males and females.
Which means there should be 250 males and 250 females. Since this is unlikely, the
researcher selects the groups or strata using quota sampling
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.