Sampling Type Definition
It is a type of probability sampling  Eliminates the possibility of
technique in which each sample
has an equal probability of being
selected. It is one of simplest
forms of data collection (What is
Random Sampling? Definition of
Random Random Sampling, Random
Sampling Meaning - The
Economic Times, 2021).
This sampling techniques involves
dividing the population into
smaller sub-groups known as
strata, which are formed based on
respondents’ shared attributes such
as income or education level
(Hayes, 2020).
Stratified
It is a non-probability
sampling technique whereby
researchers collect data from a
conveniently available pool of
respondents. It is the most
commonly adopted sampling
technique due to how prompt,
Convenience economical and
straightforward it is
(CONVENIENCE SAMPLING:
DEFINITION,
APPLICATIONS,
ADVANTAGES, METHOD,
AND EXAMPLES |
QuestionPro, 2020).
Quota It is a non-probability
sampling technique where data
is collected by generating a
sample from individuals that
represent the entire population
(Quota sampling: Definition,
types, examples, steps, and
more | QuestionPro, 2021).
Advantages
 Reduced efficiency within
bias in the data gathered.
(Gaille, 2021)
 Greater accuracy in the
findings as chances of
selection are equal. (Gaille,
2021)
 The simplicity of this
sampling type means that the
researcher requires basic
observation and recording
skills. (Gaille, 2021)
It accurately reflects the
population researched since it
ensures adequate representation
of each subgroup within the
population. (Murphy, 2021)
Precision in estimates as there is
harmony within a subgroup and
heterogeneity between
subgroups. (Dudovskiy, 2021)
Less costly than other
methods. (Glen, 2015)
Relatively easy process to
obtain a sample. (Glen,
2015)
Research subjects are easily
accessible. (Glen, 2015)
This sampling process is fast
and straightforward due to
the use of a quota for sample
formation. (Quota sampling:
Definition, types, examples,
steps, and more |
QuestionPro, 2021)
Limitations
the research process as
researchers are unable to use
information previously
collected. (Gaille, 2021)
 The research occurs at the
individual basis thus making
it both financially and time
consuming. (Gaille, 2021)
It is difficult to compile an
exhaustive list of an entire
population. (Murphy, 2021)
Overlapping could be an
issue if a subject belongs to
multiple subgroups.
(Murphy, 2021)
It is a challenge for
researchers to categorize
every member of the
population into a subgroup.
(Murphy, 2021)
Inability to relate the
survey's findings to the
whole population. (Glen,
2015)
Under- or over-
representation of the
population is a possibility.
(Glen, 2015)
Participant’s reasoning to
take part can lead to biased
results. (Glen, 2015)
Sampling bias due to the
sample being chosen based
on accessibility and cost
efficiency. (Quota sampling |
Lærd Dissertation, 2012)
Generalization issues as it is
difficult to produce
 Interpreting survey
responses is a much more
convenient process for a
researcher when using quota
sampling and suitable
research questions. (Quota
sampling: Definition, types,
examples, steps, and more |
This sample is referred to as a
QuestionPro, 2021) statistical inferences from
quota and can be measured
the sample to the population.
based on specific variables or
This technique allows (Quota sampling | Lærd
traits such as a gender, age or
researchers to analyse the Dissertation, 2012)
income.
population using specific
quotas making the
population effectively
represented. (Quota
sampling: Definition, types,
examples, steps, and more |
QuestionPro, 2021)

Referrals make finding

subjects simple and quick
since they come from
reliable sources. (Snowball
Sampling: Definition,
Method, Advantages and
This sampling approach can
Disadvantages |
have a sampling bias and margin
QuestionPro, 2021)
It is a non-probability of error since people refer people
sampling technique whereby who might share similar
Since the referrals come
researchers identify potential characteristics. (Snowball
from a primary data source,
subjects in the population, Sampling: Definition, Method,
this approach is cost-
recruit them, then ask research Advantages and Disadvantages |
effective. (Snowball
Snowball participants to further recruit
Sampling: Definition,
QuestionPro, 2021)
other potential participants
Method, Advantages and
(Glen, 2021). This method is Chances of lack of cooperation
Disadvantages |
often utilized when it is and refusal to take part even
QuestionPro, 2021)
challenging to find potential after a referral. (Snowball
participants (Glen, 2021). Sampling: Definition, Method,
Researchers can carefully
Advantages and Disadvantages |
examine and filter members
QuestionPro, 2021)
of a population and conduct
their research. (Snowball
Sampling: Definition,
Method, Advantages and
Disadvantages |
QuestionPro, 2021)

Dudovskiy, J., 2021. Stratified Sampling - Research Methodology. [online] Research-Methodology.

Available at: <https://research-methodology.net/sampling-in-primary-data-collection/stratified-sampling/>
[Accessed 10 April 2021].
Gaille, L., 2021. 17 Advantages and Disadvantages of Random Sampling. [online] Vittana.org. Available
at: <https://vittana.org/17-advantages-and-disadvantages-of-random-sampling> [Accessed 10 April 2021].

Glen, S., 2015. Convenience Sampling (Accidental Sampling): Definition, Examples - Statistics How To.
[online] Statistics How To. Available at: <https://www.statisticshowto.com/convenience-sampling/>
[Accessed 10 April 2021].

Murphy, C., 2021. Pros and Cons of Stratified Random Sampling. [online] Investopedia. Available at:
<https://www.investopedia.com/ask/answers/041615/what-are-advantages-and-disadvantages-stratified-
random-sampling.asp> [Accessed 10 April 2021].

Dissertation.laerd.com. 2012. Quota sampling | Lærd Dissertation. [online] Available at:

<https://dissertation.laerd.com/quota-sampling.php#:~:text=Disadvantages%20of%20quota
%20sampling&text=Indeed%2C%20it%20is%20possible%20that,the%20sample%20to%20the
%20population.> [Accessed 10 April 2021].

QuestionPro. 2021. Quota sampling: Definition, types, examples, steps, and more | QuestionPro. [online]
Available at: <https://www.questionpro.com/blog/quota-sampling/#:~:text=Saves%20research%20data
%20collection%20time,divides%20the%20population%20into%20subgroups.> [Accessed 10 April 2021].

QuestionPro. 2021. Snowball Sampling: Definition, Method, Advantages and Disadvantages |

QuestionPro. [online] Available at: <https://www.questionpro.com/blog/snowball-sampling/> [Accessed 10
April 2021].