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Sampling is a technique of selecting individual members or a subset of the population to make statistical inferences from them and estimate 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 a cost-effective method and hence forms the basis of any research design. Sampling techniques can be used in a research survey software for optimum derivation. For example, if a drug manufacturer would like to research the adverse side effects of a drug on the country’s population, it is almost impossible to conduct a research study that involves everyone. In this case, the researcher decides a sample of people from each demographic and then researches them, giving him/her indicative feedback on the drug’s behavior. Select your respondents Types of sampling: sampling methodsSampling 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.
In this blog, we discuss the various probability and non-probability sampling methods that you can implement in any market research study. Types of probability sampling with examples:Probability sampling is a sampling technique in which researchers choose samples from a larger population using a method 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 gives all members a fair chance to be included in the sample. There are four types of probability sampling techniques:
Uses of probability samplingThere are multiple uses of probability sampling:
Types of non-probability sampling with examplesThe 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:
Uses of non-probability samplingNon-probability sampling is used for the following:
How do you decide on the type of sampling to use?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.
Select your respondents Difference between probability sampling and non-probability sampling methodsWe 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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