Sampling

What is sampling?

Sampling is a technique of selecting individual members or a subset of

the population to make statistical inferences from them and estimate
the characteristics of the whole population. Different sampling
methods are 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 cost-effective method and hence
forms the basis of any research design. Sampling techniques can be
used in research survey software for optimum derivation.
For example, suppose a drug manufacturer would like to research the
adverse side effects of a drug on the country’s population. In that
case, it is almost impossible to conduct a research study that involves
everyone. In this case, the researcher decides on a sample of people
from each demographic and then researches them, giving him/her
indicative feedback on the drug’s behavior.

(The population is the entire group that you want to draw conclusions
about.
The sample is the specific group of individuals that you will collect
data from)
Types of sampling: sampling methods

Sampling in market action research is of two types – 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:

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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:

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.

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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.

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.

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
determination 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).

Stratified random sampling:

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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. E.g. – 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:

Reduce Sample Bias: Using the probability sampling method, the
research 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.
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.

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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:

Convenience sampling:

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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.

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.

Snowball sampling:
Snowball sampling is a sampling method that researchers apply when
the subjects are difficult to trace. For example, surveying shelter less
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

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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:
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.
Exploratory research: Researchers use this sampling technique
widely when conducting qualitative research, pilot studies, or
exploratory research.
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?

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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.

Difference between probability sampling and non-probability

sampling methods
We have looked at the different types of sampling methods above and their
subtypes. To encapsulate the whole discussion, though, the significant
differences between probability sampling methods and non-probability
sampling methods are as below:

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 Probability Sampling Non-Probability
Methods Sampling Methods
Non-probability
Probability Sampling
sampling is a
is a sampling
sampling technique
technique in which
in which the
samples from a
researcher selects
Definition larger population
samples based on
are chosen using a
the researcher’s
method based on
subjective judgment
the theory of
rather than random
probability.
selection.
Alternatively Known Random sampling Non-random
as method. sampling method
The population is The population is
Population selection
selected randomly. selected arbitrarily.
The research is The research is
Nature
conclusive. exploratory.
Since there is a Since the sampling
method for deciding method is arbitrary,
the sample, the the population
Sample population demographics
demographics are representation is
conclusively almost always
represented. skewed.
Takes longer to This type of
conduct since the sampling method is
research design quick since neither
Time Taken defines the selection the sample nor the
parameters before selection criteria of
the market research the sample are
study begins. undefined.

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 This type of
This type of sampling is entirely
sampling is entirely biased, and hence
Results unbiased; hence, the the results are
results are also biased, too,
conclusive. rendering the
research speculative.
In probability
sampling, there is an In non-probability
underlying sampling, the
hypothesis before hypothesis is
Hypothesis
the study begins, derived after
and this method conducting the
aims to prove the research study.
hypothesis.

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