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.

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.

1. 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.
2. 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.
Sampling Methods: Guide To All Types with Examples

Types of probability sampling with examples:

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.
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: 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. Eg – 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.
 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: 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 shelterless 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
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.

Importance of Sampling
Sampling is the process of selecting a subset of a population to represent the
whole population. It is an essential part of market research, as it allows
researchers to gather data from a large number of people without having to
interview or survey every single person in the population.
There are several reasons why sampling is important in market research:

 Cost-effectiveness: It is much more cost-effective to survey a sample

of the population than to survey the entire population.

 Timeliness: Sampling also allows researchers to gather data more

quickly than they could if they had to survey the entire population.
  Accuracy: If sampling is done correctly, the results of a sample survey
can be just as accurate as the results of a survey of the entire
population.

Save Time

Contacting everyone in a population takes time. And, invariably, some people

will not respond to the first effort at contacting them, meaning researchers have
to invest more time for follow-up. Random sampling is much faster than
surveying everyone in a population, and obtaining a non-random sample is
almost always faster than random sampling. Thus, sampling saves researchers
lots of time.

Save Money

The number of people a researcher contacts is directly related to the cost of a

study. Sampling saves money by allowing researchers to gather the same
answers from a sample that they would receive from the population.

Non-random sampling is significantly cheaper than random sampling, because

it lowers the cost associated with finding people and collecting data from them.
Because all research is conducted on a budget, saving money is important.
Collect Richer Data

Sometimes, the goal of research is to collect a little bit of data from a lot of
people (e.g., an opinion poll). At other times, the goal is to collect a lot of
information from just a few people (e.g., a user study or ethnographic
interview). Either way, sampling allows researchers to ask participants more
questions and to gather richer data than does contacting everyone in a
population.