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Purposive sampling targets a particular group of people.

When the desired population for the study is rare or very difficult to locate and recruit for a study, purposive sampling may be the only option. For example, you are interested in studying cognitive processing speed of young adults who have suffered closed head brain injuries in automobile accidents. This would be a difficult population to find. Your city has a well-established rehabilitation hospital and you contact the director to ask permission to recruit from this population. The major problem with purposive sampling is that the type of people who are available for study may be different from those in the population who can't be located and this might introduce a source of bias. For example, those available for study through the rehabilitation hospital may have more serious injuries requiring longer rehabilitation, and their families may have greater education and financial resources (which resulted in their choosing this hospital for care).

Convenience sampling selects a particular group of people but it does not come close to sampling all of a population. Researchers want to study the effectiveness of a diversion program for preventing further criminal activity among first-time juvenile offenders. Many cities across the nation have such programs but the researchers study the program in their city. The sample would generalize only to similar programs in similar cities. Convenience sampling is widely used in student research projects. Students contact professors that they know and ask if they can use their classes to recruit research subjects.

Availability Sampling
Availability sampling is a method of choosing subjects who are available or easy to find. This method is also sometimes referred to as haphazard, accidental, or convenience sampling. The primary advantage of the method is that it is very easy to carry out, relative to other methods. A researcher can merely stand out on his/her favorite street corner or in his/her favorite tavern and hand out surveys. One place this used to show up often is in university courses. Years ago, researchers often would conduct surveys of students in their large lecture courses. For example, all students taking introductory sociology courses would have been given a survey and compelled to fill it out. There are some advantages to this design - it is easy to do, particularly with a captive audience, and in some schools you can attain a large number of interviews through this method. The primary problem with availability sampling is that you can never be certain what population the participants in the study represent. The population is unknown, the method for selecting cases is haphazard, and the cases studied probably don't represent any population you could come up with. However, there are some situations in which this kind of design has advantages - for example, survey designers often want to have some people respond to their survey before it is given out in the "real" research setting as a way of making certain the questions make sense to respondents. For this purpose, availability sampling is not a bad way to get a group to take a survey, though in this case researchers care less about the specific responses given than whether the instrument is confusing or makes people feel bad. Despite the known flaws with this design, it's remarkably common. Ask a provocative question, give telephone number and web site address ("Vote now at CNN.com), announce results of poll. This method provides some form of statistical data on a current issue, but it is entirely unknown what population the results of such polls represents. At best, a researcher could make some conditional statement about people who are watching CNN at a particular point in time who cared enough about the issue in question to log on or call in.

Quota Sampling
Quota sampling is designed to overcome the most obvious flaw of availability sampling. Rather than taking just anyone, you set quotas to ensure that the sample you get represents certain characteristics in proportion to their prevalence in the population. Note that for this method, you have to know something about the characteristics of the population ahead of time. Say you want to make sure you have a sample proportional to the population in terms of gender - you have to know what percentage of the population is male and female, then collect sample until yours matches. Marketing studies are particularly fond of this form of research design. The primary problem with this form of sampling is that even when we know that a quota sample is representative of the particular characteristics for which quotas have been set, we have no way of knowing if sample is representative in terms of any other characteristics. If we set quotas for gender and age, we are likely to attain a sample with good representativeness on age and gender, but one that may not be very representative in terms of income and education or other factors.

Moreover, because researchers can set quotas for only a small fraction of the characteristics relevant to a study quota sampling is really not much better than availability sampling. To reiterate, you must know the characteristics of the entire population to set quotas; otherwise there's not much point to setting up quotas. Finally, interviewers often introduce bias when allowed to self-select respondents, which is usually the case in this form of research. In choosing males 18-25, interviewers are more likely to choose those that are better-dressed, seem more approachable or less threatening. That may be understandable from a practical point of view, but it introduces bias into research findings.

Purposive Sampling
Purposive sampling is a sampling method in which elements are chosen based on purpose of the study. Purposive sampling may involve studying the entire population of some limited group (sociology faculty at Columbia) or a subset of a population (Columbia faculty who have won Nobel Prizes). As with other non-probability sampling methods, purposive sampling does not produce a sample that is representative of a larger population, but it can be exactly what is needed in some cases - study of organization, community, or some other clearly defined and relatively limited group.

Quota sampling
In quota sampling, the population is first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then judgement is used to select the subjects or units from each segment based on a specified proportion. For example, an interviewer may be told to sample 200 females and 300 males between the age of 45 and 60. It is this second step which makes the technique one of non-probability sampling. In quota sampling the selection of the sample is non-random. For example interviewers might be tempted to interview those who look most helpful. The problem is that these samples may be biased because not everyone gets a chance of selection. This random element is its greatest weakness and quota versus probability has been a matter of controversy for many years. [edit]Convenience

sampling or Accidental Sampling

Convenience sampling (sometimes known as grab or opportunity sampling) is a type of nonprobability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a population is selected because it is readily available and convenient. It may be through meeting the person or including a person in the sample when one meets them or chosen by finding them through technological means such as the internet or through phone. The researcher using such a sample cannot scientifically make generalizations about the total population from this sample because it would not be representative enough. For example, if the interviewer were to conduct such a survey at a shopping center early in the morning on a given day, the people that he/she could interview would be limited to those given there at that given time, which would not represent the views of other members of society in such an area, if the survey were to be conducted at different times of day and several times per week. This type of sampling is most useful for pilot testing. Several important considerations for researchers using convenience samples include:

1. Are there controls within the research design or experiment which can serve to lessen the impact of a non-random convenience sample, thereby ensuring the results will be more representative of the population? 2. Is there good reason to believe that a particular convenience sample would or should respond or behave differently than a random sample from the same population? 3. Is the question being asked by the research one that can adequately be answered using a convenience sample? In social science research, snowball sampling is a similar technique, where existing study subjects are used to recruit more subjects into the sample. Some variants of snowball sampling, such as respondent driven sampling, allow calculation of selection probabilities and are probability sampling methods under certain conditions.

Nonprobability Sampling
The difference between nonprobability and probability sampling is that nonprobability sampling does not involve random selection and probability sampling does. Does that mean that nonprobability samples aren't representative of the population? Not necessarily. But it does mean that nonprobability samples cannot depend upon the rationale of probability theory. At least with a probabilistic sample, we know the odds or probability that we have represented the population well. We are able to estimate confidence intervals for the statistic. With nonprobability samples, we may or may not represent the population well, and it will often be hard for us to know how well we've done so. In general, researchers prefer probabilistic or random sampling methods over nonprobabilistic ones, and consider them to be more accurate and rigorous. However, in applied social research there may be circumstances where it is not feasible, practical or theoretically sensible to do random sampling. Here, we consider a wide range of nonprobabilistic alternatives. We can divide nonprobability sampling methods into two broad types: accidental or purposive. Most sampling methods are purposive in nature because we usually approach the sampling problem with a specific plan in mind. The most important distinctions among these types

of sampling methods are the ones between the different types of purposive sampling approaches.

Accidental, Haphazard or Convenience Sampling


One of the most common methods of sampling goes under the various titles listed here. I would include in this category the traditional "man on the street" (of course, now it's probably the "person on the street") interviews conducted frequently by television news programs to get a quick (although nonrepresentative) reading of public opinion. I would also argue that the typical use of college students in much psychological research is primarily a matter of convenience. (You don't really believe that psychologists use college students because they believe they're representative of the population at large, do you?). In clinical practice,we might use clients who are available to us as our sample. In many research contexts, we sample simply by asking for volunteers. Clearly, the problem with all of these types of samples is that we have no evidence that they are representative of the populations we're interested in generalizing to -- and in many cases we would clearly suspect that they are not.

Purposive Sampling
In purposive sampling, we sample with a purpose in mind. We usually would have one or more specific predefined groups we are seeking. For instance, have you ever run into people in a mall or on the street who are carrying a clipboard and who are stopping various people and asking if they could interview them? Most likely they are conducting a purposive sample (and most likely they are engaged in market research). They might be looking for Caucasian females between 30-40 years old. They size up the people passing by and anyone who looks to be in that category they stop to ask if they will participate. One of the first things they're likely to do is verify that the respondent does in fact meet the criteria for being in the sample. Purposive sampling can be very useful for situations where you need to reach a targeted sample quickly and where sampling for proportionality is not the primary concern. With a purposive sample, you are likely to get the opinions of your target population, but you are also likely to overweight subgroups in your population that are more readily accessible.

All of the methods that follow can be considered subcategories of purposive sampling methods. We might sample for specific groups or types of people as in modal instance, expert, or quota sampling. We might sample for diversity as in heterogeneity sampling. Or, we might

capitalize on informal social networks to identify specific respondents who are hard to locate otherwise, as in snowball sampling. In all of these methods we know what we want -- we are sampling with a purpose.

Modal Instance Sampling

In statistics, the mode is the most frequently occurring value in a distribution. In sampling, when we do a modal instance sample, we are sampling the most frequent case, or the "typical" case. In a lot of informal public opinion polls, for instance, they interview a "typical" voter. There are a number of problems with this sampling approach. First, how do we know what the "typical" or "modal" case is? We could say that the modal voter is a person who is of average age, educational level, and income in the population. But, it's not clear that using the averages of these is the fairest (consider the skewed distribution of income, for instance). And, how do you know that those three variables -- age, education, income -- are the only or even the most relevant for classifying the typical voter? What if religion or ethnicity is an important discriminator? Clearly, modal instance sampling is only sensible for informal sampling contexts.

Expert Sampling

Expert sampling involves the assembling of a sample of persons with known or demonstrable experience and expertise in some area. Often, we convene such a sample under the auspices of a "panel of experts." There are actually two reasons you might do expert sampling. First, because it would be the best way to elicit the views of persons who have specific expertise. In this case, expert sampling is essentially just a specific subcase of purposive sampling. But the other reason you might use expert sampling is to provide evidence for the validity of another sampling approach you've chosen. For instance, let's say you do modal instance sampling and are concerned that the criteria you used for defining the modal instance are subject to criticism. You might convene an expert panel consisting of persons with acknowledged experience and insight into that field or topic and ask them to examine your modal definitions and comment on their appropriateness and validity. The advantage of doing this is that you aren't out on your own trying to defend your decisions -- you have some acknowledged experts to back you. The disadvantage is that even the experts can be, and often are, wrong.

Quota Sampling

In quota sampling, you select people nonrandomly according to some fixed quota. There are two types of quota sampling: proportional and non proportional. In proportional quota sampling you want to represent the major characteristics of the population by sampling a proportional amount of each. For instance, if you know the population

has 40% women and 60% men, and that you want a total sample size of 100, you will continue sampling until you get those percentages and then you will stop. So, if you've already got the 40 women for your sample, but not the sixty men, you will continue to sample men but even if legitimate women respondents come along, you will not sample them because you have already "met your quota." The problem here (as in much purposive sampling) is that you have to decide the specific characteristics on which you will base the quota. Will it be by gender, age, education race, religion, etc.?

Nonproportional quota sampling is a bit less restrictive. In this method, you specify the minimum number of sampled units you want in each category. here, you're not concerned with having numbers that match the proportions in the population. Instead, you simply want to have enough to assure that you will be able to talk about even small groups in the population. This method is the nonprobabilistic analogue of stratified random sampling in that it is typically used to assure that smaller groups are adequately represented in your sample.

Heterogeneity Sampling

We sample for heterogeneity when we want to include all opinions or views, and we aren't concerned about representing these views proportionately. Another term for this is sampling fordiversity. In many brainstorming or nominal group processes (including concept mapping), we would use some form of heterogeneity sampling because our primary interest is in getting broad spectrum of ideas, not identifying the "average" or "modal instance" ones. In effect, what we would like to be sampling is not people, but ideas. We imagine that there is a universe of all possible ideas relevant to some topic and that we want to sample this population, not the population of people who have the ideas. Clearly, in order to get all of the ideas, and especially the "outlier" or unusual ones, we have to include a broad and diverse range of participants. Heterogeneity sampling is, in this sense, almost the opposite of modal instance sampling.

Snowball Sampling

In snowball sampling, you begin by identifying someone who meets the criteria for inclusion in your study. You then ask them to recommend others who they may know who also meet the criteria. Although this method would hardly lead to representative samples, there are times when it may be the best method available. Snowball sampling is especially useful when you are trying to reach populations that are inaccessible or hard to find. For instance, if you are studying the homeless, you are not likely to be able to find good lists of homeless people within a specific geographical area. However, if you go to that area and identify one or two, you may find that they know very well who the other homeless people in their vicinity are and how you can find them.

Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected.
by Joan Joseph Castillo (2009)

In any form of research, true random sampling is always difficult to achieve. Most researchers are bounded by time, money and workforce and because of these limitations, it is almost impossible to randomly sample the entire population and it is often necessary to employ another sampling technique, the non-probability sampling technique. In contrast with probability sampling, non-probability sample is not a product of a randomized selection processes. Subjects in a non-probability sample are usually selected on the basis of their accessibility or by the purposive personal judgment of the researcher. The downside of this is that an unknown proportion of the entire population was not sampled. This entails that the sample may or may not represent the entire population accurately. Therefore, the results of the research cannot be used in generalizations pertaining to the entire population.

TYPES OF NON-PROBABILITY SAMPLING


CONVENIENCE SAMPLING
Convenience sampling is probably the most common of all sampling techniques. With convenience sampling, the samples are selected because they are accessible to the researcher. Subjects are chosen simply because they are easy to recruit. This technique is considered easiest, cheapest and least time consuming.

CONSECUTIVE SAMPLING
Consecutive sampling is very similar to convenience sampling except that it seeks to include ALL accessible subjects as part of the sample. This non-probability sampling technique can be considered as the best of all non-probability samples because it includes all subjects that are available that makes the sample a better representation of the entire population.

QUOTA SAMPLING
Quota sampling is a non-probability sampling technique wherein the researcher ensures equal or proportionate representation of subjects depending on which trait is considered as basis of the quota.

For example, if basis of the quota is college year level and the researcher needs equal representation, with a sample size of 100, he must select 25 1st year students, another 25 2nd year students, 25 3rd year and 25 4th year students. The bases of the quota are usually age, gender, education, race, religion and socioeconomic status.

JUDGMENTAL SAMPLING
Judgmental sampling is more commonly known as purposive sampling. In this type of sampling, subjects are chosen to be part of the sample with a specific purpose in mind. With judgmental sampling, the researcher believes that some subjects are more fit for the research compared to other individuals. This is the reason why they are purposively chosen as subjects.

SNOWBALL SAMPLING
Snowball sampling is usually done when there is a very small population size. In this type of sampling, the researcher asks the initial subject to identify another potential subject who also meets the criteria of the research. The downside of using a snowball sample is that it is hardly representative of the population.

WHEN TO USE NON-PROBABILITY SAMPLING


This type of sampling can be used when demonstrating that a particular trait exists in the population. It can also be used when the researcher aims to do a qualitative, pilot or exploratory study. It can be used when randomization is impossible like when the population is almost limitless. It can be used when the research does not aim to generate results that will be used to create generalizations pertaining to the entire population. It is also useful when the researcher has limited budget, time and workforce. This technique can also be used in an initial study which will be carried out again using a randomized, probability sampling.

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