SAMPLING METHODS

Question 1

What is a sample?

Answer 1

A sample is a group of people selected to represent a target market or population under research.

Businesses use samples because they don’t have enough time, labor, money and energy to survey the whole population.

Question 2

What is sampling?

Answer 2

Sampling describes the process of selecting an appropriate sample.

Question 3

Quota Sampling

Answer 3

Researchers divide the population into groups that share similar characteristics (age or gender) and then have a pre set number of people in each group they have to interview.

Question 4

Advantages of Quota Sampling

Answer 4

• Quick + Cost Effective
• More reliable than random sampling

Question 5

Disadvantages of Quota Sampling

Answer 5

• Not representative of the whole population, can lead to statistical errors.
• Bias when choosing sample population and who to interview

Question 6

Random Sampling

Answer 6

Gives each member of the target population equal chances of being chosen. Respondents are selected randomly.

Question 7

Random Sampling Advantages

Answer 7

• Reduces Bias
• Representative
• Relatively easy way of obtaining a sample

Question 8

Random Sampling Disadvantages

Answer 8

• Assumes that all the members of the target population are homogeneously spread.

Question 9

Convenience Sampling

Answer 9

Selected based on their easy access and proximity to the researcher

Question 10

Convenience Sampling Advanatges

Answer 10

• Fast, easy and cheap method of sampling because the research groups are readily available.

Question 11

Disadvantages of Convenience Sampling

Answer 11

• Sample may be biased and not representative of the entire population