 Definition

 Types
 Probability Sampling Methods
 Simple random sampling
 Systematic sampling
 Stratified sampling
 Clustered sampling
 Non-probability Sampling Methods

 Convenience sampling
 Consecutive sampling
 Quota sampling
 Purposive or Judgmental sampling
 Snowball sampling

 Probability vs Non-probability Sampling

 FAQs

What is Sampling?

It is the practice of selecting an individual group from a population to study the

whole population.
Let’s say we want to know the percentage of people who use iPhones in a city, for
example. One way to do this is to call up everyone in the city and ask them what
type of phone they use. The other way would be to get a smaller subgroup of
individuals and ask them the same question, and then use this information as an
approximation of the total population. 

However, this process is not as simple as it sounds. Whenever you follow this
method, your sample size has to be ideal - it should not be too large or too small.
Then once you have decided on the size of your sample, you must use the right type
of sampling techniques to collect a sample from the population. Ultimately, every
sampling type comes under two broad categories:

 Probability sampling - Random selection techniques are used to select the

sample.
 Non-probability sampling - Non-random selection techniques based on certain
criteria are used to select the sample.

Professional Certificate Program in Data

Analytics

In partnership with Purdue UniversityVIEW COURSE

Types Of Sampling Techniques in Data Analytics-

Now, let’s discuss the types of sampling in data analytics. First, let us start with the
Probability Sampling techniques.

Probability Sampling Techniques

Probability Sampling Techniques are one of the important types of sampling
techniques. Probability sampling allows every member of the population a chance to
get selected. It is mainly used in quantitative research when you want to produce
results representative of the whole population.

1. Simple Random Sampling

In simple random sampling, the researcher selects the participants randomly. There
are a number of data analytics tools like random number generators and random
number tables used that are based entirely on chance.

Example: The researcher assigns every member in a company database a number

from 1 to 1000 (depending on the size of your company) and then use a random
number generator to select 100 members.

2. Systematic Sampling

In systematic sampling, every population is given a number as well like in simple

random sampling. However, instead of randomly generating numbers, the samples
are chosen at regular intervals.

Example: The researcher assigns every member in the company database a number.
Instead of randomly generating numbers, a random starting point (say 5) is selected.
From that number onwards, the researcher selects every, say, 10th person on the list
(5, 15, 25, and so on) until the sample is obtained.

3. Stratified Sampling

In stratified sampling, the population is subdivided into subgroups, called strata,

based on some characteristics (age, gender, income, etc.). After forming a subgroup,
you can then use random or systematic sampling to select a sample for each
subgroup. This method allows you to draw more precise conclusions because it
ensures that every subgroup is properly represented.
Example: If a company has 500 male employees and 100 female employees, the
researcher wants to ensure that the sample reflects the gender as well. So the
population is divided into two subgroups based on gender. 

4. Cluster Sampling

In cluster sampling, the population is divided into subgroups, but each subgroup has
similar characteristics to the whole sample. Instead of selecting a sample from each
subgroup, you randomly select an entire subgroup. This method is helpful when
dealing with large and diverse populations.

Example: A company has over a hundred offices in ten cities across the world which
has roughly the same number of employees in similar job roles. The researcher
randomly selects 2 to 3 offices and uses them as the sample.

Here comes the next type of sampling techniques i.e., Non-Probability Sampling
Techniques

Non-Probability Sampling Techniques

Non-Probability Sampling Techniques is one of the important types of Sampling

techniques. In non-probability sampling, not every individual has a chance of being
included in the sample. This sampling method is easier and cheaper but also has high
risks of sampling bias. It is often used in exploratory and qualitative research with
the aim to develop an initial understanding of the population.

1. Convenience Sampling

In this sampling method, the researcher simply selects the individuals which are
most easily accessible to them. This is an easy way to gather data, but there is no
way to tell if the sample is representative of the entire population. The only criteria
involved is that people are available and willing to participate.
Example: The researcher stands outside a company and asks the employees coming
in to answer questions or complete a survey.

2. Voluntary Response Sampling

Voluntary response sampling is similar to convenience sampling, in the sense that

the only criterion is people are willing to participate. However, instead of the
researcher choosing the participants, the participants volunteer themselves. 

Example: The researcher sends out a survey to every employee in a company and
gives them the option to take part in it.

Data Analytics Free Course

Start Learning Today's Most In-Demand SkillsEXPLORE COURSE

3. Purposive Sampling

In purposive sampling, the researcher uses their expertise and judgment to select a
sample that they think is the best fit. It is often used when the population is very
small and the researcher only wants to gain knowledge about a specific
phenomenon rather than make statistical inferences.

Example: The researcher wants to know about the experiences of disabled

employees at a company. So the sample is purposefully selected from this
population.

4. Snowball Sampling

In snowball sampling, the research participants recruit other participants for the
study. It is used when participants required for the research are hard to find. It is
called snowball sampling because like a snowball, it picks up more participants along
the way and gets larger and larger.

Example: The researcher wants to know about the experiences of homeless people
in a city. Since there is no detailed list of homeless people, a probability sample is
not possible. The only way to get the sample is to get in touch with one homeless
person who will then put you in touch with other homeless people in a particular
area.

That was all about types of Sampling techniques.

Get broad exposure to key technologies and skills used in data

analytics and data science, including statistics with the Data Analytics
Certification Program.

Which Sampling Technique to Use?

In this article on types of sampling techniques in Data Analytics, we covered

everything about probability and non-probability sampling techniques. For any type
of research, it is necessary that you choose the right sampling techniques before
diving into the study. The effectiveness of your research is hugely dependent on the
sample that you choose. These are just the top types of sampling techniques and
there are still lots more that you can choose from to refine your research. In order
to become a data analyst, you have to be exactly sure of what sampling techniques
you should use and when. If you want to learn more about data analytics,
Simplilearn’s Data Analytics Certification Program, in partnership with Purdue
University and in collaboration with IBM, features masterclasses and follows a boot
camp model designed with real-life projects and business case studies. Get started
with this course today and embark on a successful career in data analytics.

If you have any doubts in the types of sampling techniques article, leave a comment
below and our team experts will get in touch with you as soon as possible!
Types of Sampling Method
In Statistics, there are different sampling techniques available to get relevant results from the
population. The two different types of sampling methods are::

 Probability Sampling
 Non-probability Sampling

Also, read: Sample statistic

What is Probability Sampling?

The probability sampling method utilizes some form of random selection. In this method, all the
eligible individuals have a chance of selecting the sample from the whole sample space. This
method is more time consuming and expensive than the non-probability sampling method. The
benefit of using probability sampling is that it guarantees the sample that should be the
representative of the population.

Probability Sampling Types

Probability Sampling methods are further classified into different types, such as simple random
sampling, systematic sampling, stratified sampling, and clustered sampling. Let us discuss the
different types of probability sampling methods along with illustrative examples here in detail.

Simple Random Sampling

In simple random sampling technique, every item in the population has an equal and likely
chance of being selected in the sample. Since the item selection entirely depends on the chance,
this method is known as “Method of chance Selection”. As the sample size is large, and the item
is chosen randomly, it is known as “Representative Sampling”.
Example:
Suppose we want to select a simple random sample of 200 students from a school. Here, we can
assign a number to every student in the school database from 1 to 500 and use a random
number generator to select a sample of 200 numbers.

Systematic Sampling
In the systematic sampling method, the items are selected from the target population by
selecting the random selection point and selecting the other methods after a fixed sample
interval. It is calculated by dividing the total population size by the desired population size.
Example:
Suppose the names of 300 students of a school are sorted in the reverse alphabetical order. To
select a sample in a systematic sampling method, we have to choose some 15 students by
randomly selecting a starting number, say 5.  From number 5 onwards, will select every 15th
person from the sorted list. Finally, we can end up with a sample of some students.

Stratified Sampling
In a stratified sampling method, the total population is divided into smaller groups to complete
the sampling process. The small group is formed based on a few characteristics in the population.
After separating the population into a smaller group, the statisticians randomly select the
sample.
For example,  there are three bags (A, B and C), each with different balls. Bag A has 50 balls, bag
B has 100 balls, and bag C has 200 balls. We have to choose a sample of balls from each bag
proportionally. Suppose 5 balls from bag A, 10 balls from bag B and 20 balls from bag C.

Clustered Sampling
In the clustered sampling method, the cluster or group of people are formed from the population
set. The group has similar significatory characteristics. Also, they have an equal chance of being a
part of the sample. This method uses simple random sampling for the cluster of population.
Example:
An educational institution has ten branches across the country with almost the number of
students. If we want to collect some data regarding facilities and other things, we can’t travel to
every unit to collect the required data. Hence, we can use random sampling to select three or
four branches as clusters.
All these four methods can be understood in a better manner with the help of the figure given
below. The figure contains various examples of how samples will be taken from the population
using different techniques.
What is Non-Probability Sampling?
The non-probability sampling method is a technique in which the researcher selects the sample
based on subjective judgment rather than the random selection. In this method, not all the
members of the population have a chance to participate in the study.

Non-Probability Sampling Types

Non-probability Sampling methods are further classified into different types, such as
convenience sampling, consecutive sampling, quota sampling, judgmental sampling, snowball
sampling. Here, let us discuss all these types of non-probability sampling in detail.

Convenience Sampling
In a convenience sampling method, the samples are selected from the population directly
because they are conveniently available for the researcher. The samples are easy to select, and
the researcher did not choose the sample that outlines the entire population.
Example:
In researching customer support services in a particular region, we ask your few customers to
complete a survey on the products after the purchase. This is a convenient way to collect data.
Still, as we only surveyed customers taking the same product. At the same time, the sample is
not representative of all the customers in that area.

Consecutive Sampling
Consecutive sampling is similar to convenience sampling with a slight variation. The researcher
picks a single person or a group of people for sampling. Then the researcher researches for a
period of time to analyze the result and move to another group if needed.

Quota Sampling
In the quota sampling method, the researcher forms a sample that involves the individuals to
represent the population based on specific traits or qualities. The researcher chooses the sample
subsets that bring the useful collection of data that generalizes the entire population.
Learn more about quota sampling here.

Purposive or Judgmental Sampling

In purposive sampling, the samples are selected only based on the researcher’s knowledge. As
their knowledge is instrumental in creating the samples, there are the chances of obtaining
highly accurate answers with a minimum marginal error. It is also known as judgmental sampling
or authoritative sampling.

Snowball Sampling
Snowball sampling is also known as a chain-referral sampling technique. In this method, the
samples have traits that are difficult to find. So, each identified member of a population is asked
to find the other sampling units. Those sampling units also belong to the same targeted
population.

Probability sampling vs Non-probability Sampling Methods

The below table shows a few differences between probability sampling methods and non-
probability sampling methods.

Probability Sampling Methods Non-probability Sampling Methods

Probability Sampling is a sampling Non-probability sampling method is a

technique in which samples taken from a technique in which the researcher chooses
larger population are chosen based on samples based on subjective judgment,
 probability theory. preferably random selection.

These are also known as Random sampling These are also called non-random sampling
methods. methods.

These are used for research which is These are used for research which is
conclusive. exploratory.

These are easy ways to collect the data

These involve a long time to get the data.
quickly.

There is an underlying hypothesis in

The hypothesis is derived later by
probability sampling before the study
conducting the research study in the case
starts. Also, the objective of this method is
of non-probability sampling.
to validate the defined hypothesis.
For more information on Statistics concepts, stay tuned with BYJU’S- The Learning App and
explore more videos.

Frequently Asked Questions on Sampling Methods

What are sampling methods in statistics?

In Statistics, there are different sampling techniques available to get relevant results from the
population. These are categorized into two different types of sampling methods. They are:
Probability Sampling Methods
Non-probability Sampling methods

What are the methods of probability sampling?

The probability sampling methods are:

Simple Random Sampling
Systematic Sampling
Stratified Sampling
Clustered Sampling

What are the non-probability sampling methods?

The non-probability sampling methods are:

Convenience Sampling
Consecutive Sampling
Quota Sampling
Purposive or Judgmental Sampling
Snowball Sampling
What is an example of simple random sampling?

An example of simple random sampling is given below.

Selection of a simple random sample of 50 female employees in an organization out of 1000
female employees: Here, we can assign a number to every female employee 1 to 1000 and use a
random number generator to select 50 numbers. Thus, we can get a sample of 50 female
employees.

How do you collect a convenience sample?

In a convenience sampling method, the samples are selected from the population directly
because they are conveniently available for the researcher. As a result, the samples are easy to
set, and the researcher did not choose the sample that outlines the entire population.