UNIVERSITY OF MAKATI

J.P. Rizal Extension Brgy. West Rembo, Makati City

www.umak.edu.ph

Sampling Techniques Definition Strengths Weaknesses When to Use

A sampling method of
gathering representative
data from a group. As
opposed to random
sampling, quota
sampling requires that
representative
individuals are chosen Insures some degree of Degree of When strata are present
Quota Sampling out of a specific representativeness of all generalizability is and stratified sampling is
subgroup. For example, the strata in the questionable not possible
a researcher might ask population
for a sample of 100
females, or 100
individuals between the
ages of 20-30.
 Purposive sampling  Proportionality is a When Your research
has 7 different problem. objective is to determine
A purposive sample is a primary types. This Purposive sampling the patterns of use of
non-probability sample allows researchers to does not account for social media by global
that is selected based on find homogenous proportionality as IT consulting companies
characteristics of a samples, perform one of its primary based in the US. Rather
Purposive Sampling population and the typical case sampling, concerns. The goal is than applying random
objective of the study. seek out deviant case to find a range of sampling and choosing
Purposive sampling is sampling, or look at cases to provide as subjects who may not be
also known as characteristics from an much insight as available, you can use
judgmental, selective, or entire population. possible in the purposive sampling to
subjective sampling.  It reaches a targeted fastest amount of choose IT companies
sample quickly. time whose availability and
Purposive sampling attitude are compatible
 provides options. When  It is prone to with the study.
a targeted sample needs researcher bias.
to be reached quickly, Purposive sampling is
the different types of based on the
sampling make it researcher. That
possible to make means their conscious
generalizations from the or unconscious bias
results that are being goes into the data
studied. being collected. That
bias may make the
data seem to be valid,
but it can also
influence the data and
provide false results.
 Judgement sampling  It is unscientific;
is noble to provide
Judgment sample, or detailed information
Expert sample, is a type about the difficulties  It is wasteful and
of random sample that is in obtaining the usually too large
selected based on the distinction. A random samples are selected;  when there is no time
opinion of an expert. sample would provide to do a proper study.
Judgment Sampling Results obtained from a less bias, but
judgment sample are potentially less raw  You cannot
subject to some degree information. extrapolate the results
of bias, due to the frame  The auditor is given to the population as a  if small sites are
and population not being an opportunity to whole as the samples involved and no
identical. The frame is a bring his judgement are not representative; estimate of accuracy
list of all the units, and expertise into is needed
items, people, etc., that play. No special
define the population to knowledge of  Personal bias in
be studied. statistics is required; selecting the sample is
unavoidable;

Convenience sampling
(also known as
availability sampling) is
a specific type of non-
probability sampling
method that relies on
Convenience Sampling data collection from
population members
who are conveniently
available to participate
in study. Facebook polls
or questions can be
mentioned as a popular
example for convenience
sampling.
Snowball sampling or
chain-referral sampling
is defined as a non-
probability sampling
technique in which the
Snowball Sampling samples have traits that
are rare to find. This is a
sampling technique, in
which existing subjects
provide referrals to
recruit samples required
 Availability of Data  Possible Bias in Data  When the population
subjects for this type Gathering This is just too large that it
of study can be just method can get the is impossible to
within the researcher views of a specific include every
group of people and individual.
not the whole
 Saves Precious population  In pilot studies
Time this is because it  Possibility of
doesn’t need to Sampling Error  in documenting that a
acquire an exhaustive Since the selection particular quality of a
research for the whole process is already substance or
population biased, there are phenomenon occurs
inaccuracies that are within a given
bound to set in. sample. Such studies
 Saves Previous  No Generalized are also very useful
Money With this Results Using this for detecting
option though, you method will lead to the relationships among
can just collect data difficulty of acquiring different phenomena.
with the use of generalized
sampling technique conclusions that have
been drawn from the
research.
 It’s quicker to find  Sampling bias and  there is no
samples: Referrals margin of error: precalculated list of
make it easy and Since people refer target population
quick to find subjects those whom they details
as they come from know and have  there is immense pain
reliable sources. similar traits this involved in contacting
 Cost effective: This sampling method can members of the target
method is cost have a potential population
effective as the sampling bias and  members of the target
referrals are obtained margin of error. population are not
from a primary data  inclined towards
for a research study. source.  Lack of cooperation: contributing due to a
There are fair chances social stigma attached
 Sample hesitant even after referrals, to them
subjects: Some people might not be  the confidentiality of
people do not want to cooperative and the organization
come forward and refuse to participate respondents work for
participate in research in the research (CIA, FBI or terrorist
studies, because they studies. organization).
don’t want their
identity to be exposed.