NON-PROBABILTY

SAMPLING
Research and Methodology Group -11

Birla Institute Of Technology Professor- Soumitro Chakraborty

TEAM CONTENT
MEMBERS

Introduction
Harsh Raj – BBA/40593/20
Methods of Non – Probability
Danish Raza – BBA/40561/20 Sampling
Snowball sampling detailed
Shankha Mukherjee – BBA/40602/20

Ankit Singh – BBA/40617/20 Uses of Non – Probability Sampling

Advantages of Non – Probability
Pulkit Raj – BBA/40583/20 Sampling

NON-PROBABILITY SAMPLING 2
 INTRODUCTION TO NON-
PROBABILTY SAMPLING

Non-Probability sampling is defined as 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.
Non- Probability sampling is a sampling method in which members are
selected non randomly, the selection is somewhat biased.
It is most useful for exploratory studies like a pilot survey(deploying a
survey to a smaller sample compared to pre-determined sample size)

Author- Harsh Raj NON-PROBABILTY SAMPLING 3

METHODS OF
NON-PROBABILITY
SAMPLING

Author- Danish Raza

Convenience Purposive Consecutive Voluntary Snowball
Quota sampling
sampling sampling sampling sampling sampling

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 Convenience Sampling
• Convenience sampling is a non-probability sampling technique where samples are
selected from the population only because they are conveniently available to the
researcher.
• Convenience sampling simply includes the individuals who happen to be most
accessible to the researcher
• Ideally, in research, it is good to test a sample that represents the population. But, in
some research, the population is too large to examine and consider the entire
population.
• Example - You are researching opinions about student support services in your
university, so after each of your classes, you ask your fellow students to complete a
survey on the topic. This is a convenient way to gather data, but as you only surveyed
students taking the same classes as you at the same level, the sample is not
representative of all the students at your university

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 PURPOSIVE
•
Sampling
This type of sampling, also known as judgement sampling
• It involves the researcher using their expertise to select a sample that is most useful to the
purposes of the research.
• It is often used in qualitative research, where the researcher wants to gain detailed
knowledge about a specific phenomenon rather than make statistical inferences, or where
the population is very small and specific.
• Example - You want to know more about the opinions and experiences of disabled students
at your university, so you purposefully select a number of students with different support
needs in order to gather a varied range of data on their experiences with student services.

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 CONSECUTIVE
•
Sampling
This non-probability sampling method is very similar to convenience sampling, with a
slight variation.
• Here, the researcher picks a single person or a group of a sample, conducts research over a
period, analyzes the results, and then moves on to another subject or group if needed.
• Consecutive sampling technique gives the researcher a chance to work with many topics
and fine-tune his/her research by collecting results that have vital insights.
• Example- One of the most common examples of a consecutive sample is when companies/
brands stop people in a mall or crowded areas and hand them promotional leaflets to
purchase a luxury car. Some of them stop and show interest in the car features but it is not
a confirmation that these people will make purchase or not. So, researchers are unable to
gather that data.

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 VOLUNTARY RESPONSE
Sampling
• Similar to a convenience sample, a voluntary response sample is mainly based on ease of
access.
• Instead of the researcher choosing participants and directly contacting them, people
volunteer themselves (e.g. by responding to a public online survey).
• Voluntary response samples are always at least somewhat biased, as some people will
inherently be more likely to volunteer than others.
• Example - You send out the survey to all students at your university and a lot of students
decide to complete it. This can certainly give you some insight into the topic, but the
people who responded are more likely to be those who have strong opinions about the
student support services, so you can’t be sure that their opinions are representative of all
students.

NON-PROBABILITY SAMPLING 9
 QUOTA Sampling
• Quota sampling is defined as a non-probability sampling method in which researchers
create a sample involving individuals that represent a population.
• Researchers choose these individuals according to specific traits or qualities.
• They decide and create quotas so that the market research samples can be useful in
collecting data.
• These samples can be generalized to the entire population.
• The final subset will be decided only according to the interviewer’s or researcher’s
knowledge of the population.
• Example - A cigarette company wants to find out what age group prefers what brand of
cigarettes in a particular city. He/she applies quotas on the age groups of 21-30, 31-40, 41-
50, and 51+. From this information, the researcher gauges the smoking trend among the
population of the city.

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 Snowball Sampling
• Snowball sampling helps researchers find a sample when they are difficult to locate.
• Researchers use this technique when the sample size is small and not easily available.
• If the population is hard to access, snowball sampling can be used to recruit participants
via other participants
• This sampling system works like the referral program. Once the researchers find suitable
subjects, he asks them for assistance to seek similar subjects to form a considerably good
size sample.
• Example - You are researching experiences of homelessness in your city. Since there is no
list of all homeless people in the city, probability sampling isn’t possible. You meet one
person who agrees to participate in the research, and she puts you in contact with other
homeless people that she knows in the area.

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SNOWBALL
SAMPLING,
DETAIL STUDY
Author- Shankha Mukherjee
NON-PROBABILTY SAMPLING
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 TYPES OF SNOWBALL SAMPLING
Linear Snowball Sampling
• The formation of a sample
group starts with one
individual subject providing
information about just one
other subject and then the
chain continues with only one
referral from one subject
20XX
Exponential Non- Discriminative
Snowball Sampling
• In this type, the first subject
is recruited and then he/she
provides multiple referrals.
NON-PROBABILTY SAMPLING
Exponential Discriminative
Snowball sampling
• In this technique, each subject
gives multiple referrals,
however, only one subject is
recruited from each referral.
• The choice of a new subject
depends on the nature of the
research study.
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 PROCESS OF SNOWBALL SAMPLING

Researchers
recruit initial
subjects

Initial subjects
recruit
additional
subjects

Who recruit
additional
subjects

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APPLICATIONS OF SNOWBALL SAMPLING

Medical practices

Social Research

Cases of Discord
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ADVANTAGES & DISADVANTAGES OF
SNOWBALL SAMPLING

Advantages Disadvantages

Its quicker to find samples. Biased Sampling

Cost effective. Lack of co-operation

Sample hesitant subjects.

NON-PROBABLITY SAMPLING 17
USES OF NON-
PROBABILITY
SAMPLING
Author- Ankit Singh
 USES OF NON–PROBABILITY SAMPLING

To indicate if a particular trait or characteristics exists in a population.

Researchers widely use the non-probability sampling method when they aim at conducting qualitative research,
pilot studies, or exploratory research.

Researchers use it when they have limited time to conduct research or have budget constraints

When the researcher needs to observe whether a particular issue needs in-depth analysis, he
applies this method.

Use it when you do not intend to generate results that will generalize the entire population.

NON-PROBABLITY SAMPLING 19
 ADVANTAGES AND
• MIRJAM NILSSON
DISADVANTAGES • RAJESH SANTOSHI• RAJESH SANTOSHI
• President
• Chief Executive Officer
• VP
• Chief Marketing
Operations Officer
Author- Pulkit Raj

• GRAHAM
ROWAN MURPHY
BARNES •• ELIZABETH
ROBIN KLINE
MOORE
• SEO
VP Product
Strategist •• Content
ProductDeveloper
Designer

NON-PROBABILTY SAMPLING 20
ADVANTAGES OF NON-PROBABILTY SAMPLING

Possibility to reflect the descriptive comments about the sample.

Cost- effectiveness and time- effectiveness compared to probability

sampling.

Effective when it is unfeasible or impractical to conduct probability sampling.

NON-PROBABILTY SAMPLING
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DISADVANTAGES OF NON-PROBABILTY SAMPLING

Unknown proportion of the entire population is not included in the sample

group i.e. lack of representation of the entire population.

Lower level of generalization of research findings compared to probability

sampling.

Difficulties in estimating sampling variability and identifying possible bias.

NON-PROBABILTY SAMPLING
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 SUMMARY

In this presentation we have discussed about Non-Probability

Sampling. It’s Methods and types, such as convenience,
consecutive, quota, voluntary, snowball sampling, etc. We
have seen a brief study on the Snowball sampling method of
Non-Probability sampling. Following with the advantages and
disadvantages of Non-Probability sampling.

NON-PROBABILITY SAMPLING 23
THANK YOU

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