FREE ACCOUNT

HOME  QUESTIONPRO PRODUCTS  AUDIENCE

AUDIENCE / MARKET RESEARCH

Probability sampling: Definition, types, examples, steps and

advantages

What is probability sampling?

Definition: Probability sampling is defined as a sampling technique in which the researcher
chooses samples from a larger population using a method based on the theory of probability. For
a participant to be considered as a probability sample, he/she must be selected using a random
selection.

The most critical requirement of probability sampling is that everyone in your population has a
known and equal chance of getting selected. For example, if you have a population of 100 people,
every person would have odds of 1 in 100 for getting selected. Probability sampling gives you the
best chance to create a sample that is truly representative of the population.

From the responses received, management will now be able to know whether employees in that
organization are happy or not about the amendment.

Select your respondents

Probability sampling uses statistical theory to randomly select a small group of people (sample)
Probability sampling uses statistical theory to randomly select a small group of people (sample)
from an existing large population and then predict that all their responses will match the
FREEoverall
ACCOUNT

population.

What are the types of probability sampling?

Simple random sampling, as the name suggests, is an entirely random method of selecting the
sample. This sampling method is as easy as assigning numbers to the individuals (sample) and
then randomly choosing from those numbers through an automated process. Finally, the
numbers that are chosen are the members that are included in the sample. 

There are two ways in which researchers choose the samples in this method of sampling: The
lottery system and using number generating software/ random number table. This sampling
technique usually works around a large population and has its fair share of advantages and
disadvantages.

Stratified random sampling involves a method where the researcher divides a more extensive
population into smaller groups that usually don’t overlap but represent the entire population.
While sampling, organize these groups and then draw a sample from each group separately.

A standard method is to arrange or classify by sex, age, ethnicity, and similar ways. Splitting
subjects into mutually exclusive groups and then using simple random sampling to choose
members from groups.

Members of these groups should be distinct so that every member of all groups get equal
opportunity to be selected using simple probability. This sampling method is also called “random
quota sampling.”
 FREE ACCOUNT

Random cluster sampling is a way to select participants randomly that are spread out
geographically. For example, if you wanted to choose 100 participants from the entire population
of the U.S., it is likely impossible to get a complete list of everyone. Instead, the researcher
randomly selects areas (i.e., cities or counties) and randomly selects from within those
boundaries. 

Cluster sampling usually analyzes a particular population in which the sample consists of more
than a few elements, for example, city, family, university, etc. Researchers then select the clusters
by dividing the population into various smaller sections.

Systematic sampling is when you choose every “nth” individual to be a part of the sample. For
example, you can select every 5th person to be in the sample. Systematic sampling is an
extended implementation of the same old probability technique in which each member of the
group is selected at regular periods to form a sample There’s an equal opportunity for every
group is selected at regular periods to form a sample. Theres an equal opportunity for every
member of a population to be selected using this sampling technique. FREE ACCOUNT

Example of probability sampling

Let us take an example to understand this sampling technique. The population of the US alone is
330 million. It is practically impossible to send a survey to every individual to gather information.
Use probability sampling to collect data, even if you collect it from a smaller population.

For example, an organization has 500,000 employees sitting at different geographic locations.
The organization wishes to make certain amendments in its human resource policy, but before
they roll out the change, they want to know if the employees will be happy with the change or not.
However, it’s a tedious task to reach out to all 500,000 employees. This is where probability
sampling comes handy. A sample from the larger population i.e., from 500,000 employees, is
chosen. This sample will represent the population. Deploy a survey now to the sample.

From the responses received, management will now be able to know whether employees in that
organization are happy or not about the amendment.

Select your respondents

What are the steps involved in probability sampling?

Follow these steps to conduct probability sampling:

1. Choose your population of interest carefully: Carefully think and choose from the population,
people you believe whose opinions should be collected and then include them in the sample. 

2. Determine a suitable sample frame: Your frame should consist of a sample from your
population of interest and no one from outside to collect accurate data. 
3. Select your sample and start your survey: It can sometimes be challenging to find the right
FREE ACCOUNT
sample and determine a suitable sample frame. Even if all factors are in your favor, there still
might be unforeseen issues like cost factor, quality of respondents, and quickness to respond.
Getting a sample to respond to a probability survey accurately might be difficult but not
impossible.

But, in most cases, drawing a probability sample will save you time, money, and a lot of
frustration. You probably can’t send surveys to everyone, but you can always give everyone a
chance to participate, this is what probability sample is all about.

When to use probability sampling?

Use probability sampling in these instances:

1. When you want to reduce the sampling bias: This sampling method is used when the bias has
to be minimum. The selection of the sample largely determines the quality of the research’s
inference. How researchers select their sample largely determines the quality of a researcher’s
findings. Probability sampling leads to higher quality findings because it provides an unbiased
representation of the population.

2. When the population is usually diverse: Researchers use this method extensively as it helps
them create samples that fully represent the population. Say we want to find out how many
people prefer medical tourism over getting treated in their own country. This sampling method
will help pick samples from various socio-economic strata background etc to represent the
will help pick samples from various socio economic strata, background, etc. to represent the
broader population.  FREE ACCOUNT

3. To create an accurate sample: Probability sampling help researchers create accurate samples

of their population. Researchers use proven statistical methods to draw a precise sample size to
obtained well-defined data. 

Advantages of probability sampling

Here are the advantages of probability sampling:

1. It’s Cost-effective: This process is both cost and time effective, and a larger sample can also be
chosen based on numbers assigned to the samples and then choosing random numbers from
the more significant sample.

2. It’s simple and straightforward: Probability sampling is an easy way of sampling as it does not
involve a complicated process. It’s quick and saves time. The time saved can thus be used to
analyze the data and draw conclusions.

3. It is non-technical: This method of sampling doesn’t require any technical knowledge because

of its simplicity. It doesn’t require intricate expertise and is not at all lengthy.

Select your respondents

What is the difference between probability sampling and non-

probability sampling?
Here’s how you differentiate probability sampling from non-probability sampling,

Probability sampling Non-probability sampling

The samples are randomly selected. Samples are selected on the basis of the
researcher’s subjective judgment.

Everyone in the population has an equal chance Not everyone has an equal chance to
of getting selected. participate.

Researchers use this technique when they want Sampling bias is not a concern for the
to keep a tab on sampling bias. researcher.

Useful in an environment having a diverse Useful in an environment that shares similar

population. traits.

Used when the researcher wants to create This method does not help in representing the
accurate samples. population accurately.

Finding the correct audience is not simple. Finding an audience is very simple.
 FREE ACCOUNT
Dan Fleetwood
President, Research & Insights Platform at QuestionPro

RELATED POST

Patient Satisfaction: What it is & how to improve it

The healthcare industry has become a major service industry, especially
in this time of global pandemic, where many healthcare systems have
focused on improving their care and understanding patient satisfaction.
Today the patients see themselves as a purchaser of healthcare
services. Once this concept is accepted, it is necessary to recognize that
every patient has certain rights, which places a special emphasis on the
provision of quality healthcare. Let's learn how to provide better patient
satisfaction and deliver better healthcare. What is patient satisfaction?
Patient satisfaction is a type of customer satisfaction and an important
and commonly used indicator to…

FREE ACCOUNT
Live Chat

Tour

Products

Pricing

Resources

Solutions

Company
 FREE ACCOUNT

Sitemap
Privacy Statement
Terms of Use

© 2020 QuestionPro Survey Software | +1 (800) 531 0228