Key facts about sampling:
- random sampling selects participants by chance, reducing bias but increasing costs
- quota sampling targets specific traits, lowering costs but increasing bias
What is market sampling?
Sampling is the process of creating a small unbiased population to be used in a test or experiment. The sample removes the impractical idea of surveying everyone in a market or a population.
What is random sampling?
Random sampling is when a sample is created by chance. It is the luck of the draw.
Random sampling does not target any specific A group of people who share similar characteristics and buying habits. . The people to be included in the sample are generated at random. This could be done by using a computer program or taking names from a list or telephone book.
| Advantages | Disadvantages |
|---|---|
| Less chance of bias as respondents are chosen at random | The sample may not truly reflect the target market |
| Simple and quick to select sample | It can be expensive as a large sample is required |
What is quota sampling?
Quota sampling is a sample that has been created to mimic the characteristics of a market. The researcher will choose the characteristics they wish the to have. For example, only sampling males who are over 50 years old.
| Advantages | Disadvantages |
|---|---|
| Cheaper as less respondents are required | Harder to eliminate bias in the selection process |
Example comparison of random and quota sampling
Random sampling does not target any specific market segment. Quota sampling chooses a group of people with certain characteristics.
Random sampling is often more expensive than quota sampling as it requires a large group of people to be sampled. Quota sampling requires less respondents.
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Final check
What is one key difference between random sampling and quota sampling?
Random sampling selects participants by chance with no specific criteria, while quota sampling targets a specific group with chosen characteristics.
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