in Qualitative and Quantitative Research

In statistics, sampling techniques or sampling methods

are defined as a process of analyzing or
understanding a given population. It is also referred to
as a way of gathering samples for a particular
research procedure.

There are two major types of sampling techniques:

• Probability Sampling
• Non-Probability Sampling
It refers to a type of sampling method which involves
careful selection of samples from a given population.
This type of sampling is more objective in nature, and
is typically used in quantitative researches – where
research procedures require a larger sample size.

Below are some examples of probability sampling:

• Simple Random Sampling
• Systematic Sampling
• Stratified Sampling
• Cluster Sampling
It refers to a type of sampling method which involves
judgmental selection of samples from a given population.
This type of sampling is more subjective in nature, and is
typically used in qualitative researches – where research
procedures require a smaller sample size.

Below are some examples of non-probability sampling:

• Convenient Sampling
• Quota Sampling
• Purposive Sampling
• Snowball Sampling
• Criterion Sampling
It refers to a type of non-probability sampling where a
researcher chooses their samples based on their own
convenience or accessibility.

Convenient sampling can be applied in market

research. Suppose that you are an aspiring
entrepreneur and you aim to identify business
opportunities out of your imagined product or service.
In this regard, you may want to go to a grocery store
as you find your target market and ask people
questions randomly.
It refers to a type of non-probability sampling where a
researcher has to meet a particular number called
‘quota’ in choosing their samples, considering that the
people who will be involved in their procedures are
actual representatives of a certain group.

One example of quota sampling is through gathering

data in a social research. Suppose that you aim to
know who will 31 – 40 year olds vote for the upcoming
elections. With that, you have set a criterion in terms of
age and eventually collected a number of 40 to 50
people to participate in your survey.
It refers to a type of non-probability sampling where a
researcher chooses their samples based on a
particular need or function.

Purposive sampling can be applied in experimental

research. Though experimental researches are
deemed quantitative in nature, gathering of materials
or instruments in undertaking experiments have to be
critical and specific.
It refers to a type of non-probability sampling where a
researcher chooses their initial samples based on certain
factors, and currently recruited samples will then gather
subjects with the same characteristics to meet the
maximum number of participants in a study.

One example of snowball sampling involves collection of

data from a certain group. Suppose that you are a
researcher with a parent who is a nurse. Based on your
research methods, you would be needing ten (10) nurses to
participate in your study. Now, your parent can be enrolled
as your initial sample; then, they will refer you to their other
coworkers, which are nurses too, until you meet the number
of people you need for your procedures.
It refers to a type of non-probability sampling where a
researcher sets a list of pre-determined characteristics (that
the subject must comply with) in collecting their samples.

Criterion sampling can be applied in mixed-method

researches. Suppose that you have given a survey
questionnaire for learners who are under the online delivery
mode of learning to know how the said modality affects
their academic performance. To further understand the
results of the survey, you may want to interview certain
participants, particularly those students who fared a
general weighted average of 85% to 89%, so that you
would be able to infer circumstances affecting their
standing.