TYPES OF SAMPLING TECHNIQUES IN

QUANTITATIVE RESEARCH

Practical Research 2
Allen “sir A” Laureta
When you conduct research about a
group of people, it’s rarely possible to
collect data from every person in that
group. Instead, you select a sample.
The sample is the group of individuals
who will actually participate in the
research.
To draw valid conclusions from your
results, you have to carefully decide
how you will select a sample that is
representative of the group as a whole.
This is called a sampling method.
There are two primary types of
sampling methods that you can use in
your research:
 Probability sampling involves
random selection, allowing you to
make strong statistical inferences
about the whole group.
 Non-probability sampling involves
non-random selection based on
convenience or other criteria,
allowing you to easily collect data.
REMEMBER:
You should clearly explain how you
selected your sample in the
methodology section of your paper or
thesis, as well as how you approached
minimizing research bias in your
work.
Population vs. Sample

First, you need to understand the

difference between a population and a
sample and identify the target
population of your research.
Population vs. Sample

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.
Population vs. Sample
Sampling Methods:
Types, Techniques &
Examples
Probability sampling methods

Probability sampling means that

every member of the population has a
chance of being selected. It is mainly
used in quantitative research.
Probability Sampling Methods

If you want to produce results that are

representative of the whole
population, probability sampling
techniques are the most valid choice.
4 main types of Probability sample
1. Simple random sampling

In a simple random sample, every

member of the population has an
equal chance of being selected. Your
sampling frame should include the
whole population.
1. Simple random sampling

To conduct this type of sampling, you

can use tools like random number
generators or other techniques that
are based entirely on chance.
Example: Simple random sampling
You want to select a simple random sample
of 1000 employees of a social media
marketing company. You assign a number
to every employee in the company database
from 1 to 1000 and use a random number
generator to select 100 numbers.
2. Systematic sampling
Systematic sampling is similar to simple
random sampling, but it is usually slightly
easier to conduct. Every member of the
population is listed with a number, but
instead of randomly generating numbers,
individuals are chosen at regular intervals.
Example: Systematic sampling
All employees of the company are listed in
alphabetical order. From the first 10
numbers, you randomly select a starting
point: number 6. From number 6 onwards,
every 10th person on the list is selected (6,
16, 26, 36, and so on), and you end up with
a sample of 100 people.
3. Stratified sampling

Stratified sampling involves dividing the

population into subpopulations that may
differ in important ways. It allows you
draw more precise conclusions by ensuring
that every subgroup is properly
represented in the sample.
3. Stratified sampling

To use this sampling method, you divide

the population into subgroups (called
strata) based on the relevant characteristic
(e.g., gender identity, age range, income
bracket, job role).
3. Stratified sampling

Based on the overall proportions of the

population, you calculate how many people
should be sampled from each subgroup.
Then you use random or systematic
sampling to select a sample from each
subgroup.
Example: Stratified sampling
The company has 800 female employees and
200 male employees. You want to ensure that
the sample reflects the gender balance of the
company, so you sort the population into two
strata based on gender. Then you use random
sampling on each group, selecting 80 women
and 20 men, which gives you a representative
sample of 100 people.
4. Cluster sampling
Cluster sampling also involves dividing the
population into subgroups, but each
subgroup should have similar
characteristics to the whole sample.
Instead of sampling individuals from each
subgroup, you randomly select entire
subgroups.
4. Cluster sampling
If it is practically possible, you might
include every individual from each
sampled cluster. If the clusters themselves
are large, you can also sample individuals
from within each cluster using one of the
techniques above. This is called multistage
sampling.
4. Cluster sampling
This method is good for dealing with large
and dispersed populations, but there is
more risk of error in the sample, as there
could be substantial differences between
clusters. It’s difficult to guarantee that the
sampled clusters are really representative
of the whole population.
Example: Cluster sampling
The company has offices in 10 cities across
the country (all with roughly the same
number of employees in similar roles). You
don’t have the capacity to travel to every
office to collect your data, so you use
random sampling to select 3 offices – these
are your clusters.
Non-probability Sampling Methods
In a non-probability sample, individuals
are selected based on non-random criteria,
and not every individual has a chance of
being included.
Non-probability Sampling Methods
This type of sample is easier and cheaper
to access, but it has a higher risk of
sampling bias. That means the inferences
you can make about the population are
weaker than with probability samples, and
your conclusions may be more limited.
Non-probability Sampling Methods
If you use a non-probability sample, you
should still aim to make it as representative
of the population as possible.
Non-probability Sampling Methods
Non-probability sampling techniques are
often used in exploratory and qualitative
research. In these types of research, the
aim is not to test a hypothesis about a
broad population, but to develop an initial
understanding of a small or under-
researched population.
5 main types of Non-probability
Sampling

Voluntary Sample
1. Convenience sampling

A convenience sample simply includes

the individuals who happen to be most
accessible to the researcher.
1. Convenience sampling
This is an easy and inexpensive way to
gather initial data, but there is no way to
tell if the sample is representative of the
population, so it can’t produce
generalizable results. Convenience samples
are at risk for both sampling bias and
selection bias.
Example: Convenience sampling

You are researching opinions about

student support services in your
university, so after each of your
classes, you ask your fellow students
to complete a survey on the topic.
Example: Convenience sampling
This is a convenient way to gather
data, but as you only surveyed
students taking the same classes as
you at the same level, the sample is
not representative of all the students
at your university.
2. Voluntary response sampling
Similar to a convenience sample, a
voluntary response sample is mainly
based on ease of access. Instead of the
researcher choosing participants and
directly contacting them, people
volunteer themselves (e.g. by
responding to a public online survey).
2. Voluntary response sampling
Voluntary response samples are always
at least somewhat biased, as some
people will inherently be more likely to
volunteer than others, leading to self-
selection bias.
Example: Voluntary response sampling
You send out the survey to all students at your
university and a lot of students decide to
complete it. This can certainly give you some
insight into the topic, but the people who
responded are more likely to be those who have
strong opinions about the student support
services, so you can’t be sure that their opinions
are representative of all students.
3. Purposive sampling

This type of sampling, also known as

judgement sampling, involves the
researcher using their expertise to select
a sample that is most useful to the
purposes of the research.
3. Purposive sampling

It is often used in qualitative research,

where the researcher wants to gain
detailed knowledge about a specific
phenomenon rather than make
statistical inferences, or where the
population is very small and specific.
3. Purposive sampling

An effective purposive sample must

have clear criteria and rationale for
inclusion. Always make sure to describe
your inclusion and exclusion criteria
and beware of observer bias affecting
your arguments.
Example: Purposive sampling
You want to know more about the
opinions and experiences of disabled
students at your university, so you
purposefully select a number of students
with different support needs in order to
gather a varied range of data on their
experiences with student services.
4. Snowball sampling
If the population is hard to access,
snowball sampling can be used to
recruit participants via other
participants. The number of people you
have access to “snowballs” as you get in
contact with more people.
4. Snowball sampling

The downside here is also

representativeness, as you have no way
of knowing how representative your
sample is due to the reliance on
participants recruiting others. This can
lead to sampling bias.
Example: Snowball sampling

You are researching experiences of

homelessness in your city. Since there is
no list of all homeless people in the city,
probability sampling isn’t possible.
Example: Snowball sampling

You meet one person who agrees to

participate in the research, and she puts
you in contact with other homeless
people that she knows in the area.
5. Quota sampling

Quota sampling relies on the non-

random selection of a predetermined
number or proportion of units. This is
called a quota.
5. Quota sampling
You first divide the population into
mutually exclusive subgroups (called
strata) and then recruit sample units
until you reach your quota. These units
share specific characteristics,
determined by you prior to forming
your strata.
5. Quota sampling

The aim of quota sampling is to control

what or who makes up your sample.
Example: Quota sampling
You want to gauge consumer interest in
a new produce delivery service in
Boston, focused on dietary preferences.
You divide the population into meat
eaters, vegetarians, and vegans,
drawing a sample of 1000 people.
Example: Quota sampling
Since the company wants to cater to all
consumers, you set a quota of 200
people for each dietary group. In this
way, all dietary preferences are equally
represented in your research, and you
can easily compare these groups.
Example: Quota sampling

You continue recruiting until you reach

the quota of 200 participants for each
subgroup.
THANK YOU!