Types of Sampling

Komal Kaushik Baral

Assistant Professor,
Department of Political Science,
Sonada Degree College,
University of North Bengal

Sampling definition: A sample refers to a smaller, manageable version of a larger group. It is a

subset containing the characteristics of a larger population. in other words, sampling is a process,
which allows us to study a small group of people from the large group to derive inferences that
are likely to be applicable to all the people of the large group. This is done as When a researcher
conducts a research, it’s rarely possible to collect data from every person in that group or to
study the whole population. Instead, the researcher selects a sample. Hence, a sample is the
group of individuals who will actually participate in the research. In order to get a clearer picture
we must first differentiate between population and a sample.
• • The population is the entire group that a researcher wants to draw conclusions about.
• • The sample is the specific group of individuals that a researcher will collect data from.

The population can be defined in terms of geographical location, age, income, and many other
characteristics.
Types of sampling: sampling methods
Sampling are basically of two types – probability sampling and non-probability sampling.
1. Probability sampling/ Random sampling: Probability sampling is defined as a sampling
technique in which the researcher chooses samples from a larger population using a method
based on the theory of probability. The researcher sets a few criteria and chooses members of a
population randomly. This is done so that all the members have an equal opportunity to be a part
of the sample with this selection parameter.

2. Non-probability sampling/ Non-random sampling: It is a sampling technique where the

samples are chosen deliberately and not randomly. Non-probability sampling is defined as a
sampling technique in which the researcher selects samples based on the subjective judgment of
the researcher rather than random selection. It is a less stringent method. This sampling method
depends heavily on the expertise of the researchers. It is carried out by observation, and
researchers use it widely for qualitative research. Non-probability sampling is a sampling method
in which not all members of the population have an equal chance of participating in the study,
unlike probability sampling. Each member of the population has a known chance of being
selected. Non-probability sampling is most useful for exploratory studies like a pilot survey
(deploying a survey to a smaller sample compared to pre-determined sample size). Researchers
use this method in studies where it is impossible to draw random probability sampling due to
time or cost considerations.

Types of probability sampling with examples:

There are four types of probability sampling techniques. They are -simple random sampling,
stratified random sampling, cluster sampling, and systematic sampling
Simple random sampling: Simple random sampling as the name suggests, is an entirely random
method of selecting the sample. A simple random sample is a is a randomly selected subset of a
population in which each member of the subset has an equal probability of being chosen to be a
part of a sample. As such, a simple random sample is an unbiased surveying technique. It is one
of the best probability sampling techniques that helps in saving time and resource. It is a reliable
method of obtaining information where every single member of a population is chosen randomly,
merely by chance. It could be more accurately called a randomly chosen sample. Random
samples are used to avoid bias and other unwanted effects. However, it isn’t quite as simple as it
seems; choosing a random sample isn’t as simple as just picking 100 people from 10,000 people.
One has to be sure that one’s random sample is truly random and fairly homogenous. ‘Lottery
method’ is one example of random sample where the selection of items entirely depends on luck
or probability, and therefore this sampling technique is also sometimes known as a method of
chances. Another example of simple random sampling is the ‘use of random numbers.’ The use
of random numbers is an alternative method that also involves numbering the population. The
use of a number table similar to the one below can help with this sampling technique.
Stratified random sampling: Stratified random sampling is a method of sampling that involves
dividing a population into smaller sub-groups called strata. The groups or strata are organized
based on the shared characteristics or attributes such as gender, age, income range, job profile, or
educational attainment, etc. of the members in the group. While sampling, a researcher organises
these groups and then sample is drawn from each group separately using simple random
sampling method. Stratified random sampling is also known as quota random sampling and
proportional random sampling.
For example, 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. Another example of
stratified random sampling is, suppose we conduct a national survey. We might divide the
population into groups or strata, based on geography - north, east, south, and west. Then, within
each stratum, we might randomly select survey respondents.
Types of non-probability sampling with examples
There are four types of non-probability sampling; they are- Convenience sampling, Judgmental
or purposive sampling, Quota sampling and Snowball sampling.
Judgmental or purposive sampling: Judgemental or purposive sampling method, researchers
select the samples based purely on the researcher’s discretion, knowledge and credibility. In
other words, researchers choose only those people who they deem fit to participate in the
research study. In purposive sampling, we sample with a purpose in mind. We usually would
have one or more specific predefined groups we are seeking. Judgmental or purposive sampling
is not a scientific method of sampling, and the downside to this sampling technique is that the
preconceived notions of a researcher can influence the results. Thus, this research technique
involves a high amount of ambiguity. The purposive sampling technique is most effective when
one needs to study a certain cultural domain with knowledgeable experts within. Purposive
sampling may also be used with both qualitative and quantitative research techniques.
TV reporters stopping certain individuals on the street in order to ask their opinions about certain
political changes constitutes the most popular example of this sampling method. However, it is
important to specify that the TV reporter has to apply certain judgment when deciding who to
stop on the street to ask questions; otherwise it would be the case of random sampling technique.
Alternatively, purposive sampling method may prove to be effective when only limited numbers
of people can serve as primary data sources due to the nature of research design and aims and
objectives. For example, for a research analysing effects of personal tragedy, the researcher may
use his/her own judgment in order to choose senior level managers who could particulate in in-
depth interviews.

Snowball sampling: Snowball sampling is a sampling method that researchers apply when the
subjects are inaccessible or hard to find. In snowball sampling, the researcher begins by
identifying someone who meets the criteria for inclusion in the study at hand and the researcher
asks them to recommend others who they may know who also meet the criteria. This sampling
system works like the referral program.
Snowball sampling is especially useful when the sample size is small and we are trying to reach
populations that are difficult to trace. Researchers also implement this sampling method in
situations where the topic is highly sensitive and not openly discussed—for example, surveys to
gather information about individuals with 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. In other words, snowball
sampling is particularly appropriate when the population you are interested in is hidden and/or
hard-to-reach. Other examples include populations such as drug addicts, homeless people,
prostitutes etc.
Quota sampling: in quota sampling, a quota is assigned
Quota sampling is a non-probabilistic form of stratified sampling. In this sampling method, the
population is divided into strata or into mutually exclusive sub-groups that are similar or
homogenous and from which the sample items are selected on the basis of a given quota or
proportion. In quota sampling, care is taken to maintain the correct proportions representative of
the population. For example, if the population consists of 45% female and 55% male, the sample
should reflect those percentages.
Quota sampling is based on the researcher’s judgment. This type of sampling technique is used
when, for instance, a company is short of time or the budget of the researcher is limited. Quota
sampling can also be used at times when detailed accuracy is not important. To create a quota
sample, knowledge about the population and the objective should be well understood so that the
researcher can choose the relevant stratification; next is to calculate quota from each section of
the population and at the end keep on adding samples until the quota for each section is met.
Quota sampling has many benefits. It is easy to administer; it is fast to create and complete; it is
inexpensive; it takes into account population proportions, if desired and lastly can be used if
probability sampling techniques are not possible.