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QUOTA SAMPLING

Definition: Quota sampling is a sampling methodology wherein data is collected from a homogeneous
group. It involves a two-step process where two variables can be used to filter information from the
population. It can easily be administered and helps in quick comparison.

Description: Quota sampling is a simple yet effective way to do research in the initial phases. From the
population, the researcher could select two variables to study about a particular group. He could use
gender as well as income level or the education level for the purpose of research. The researcher could
also add other sub-points to the data set according to the requirements of the research.

In a quota sampling there is a non-random sample selection taken, but it is done from one category
which some researchers feel could be unreliable. The researchers run the risk of bias. Interviewers might
be tempted to interview those individuals on the street who appear most helpful in filling the form or
they could sample individuals who could contradict them or others known to them just to meet the
target set of audience.

Steps in quota sampling:

 The first step in non-probability quota sampling is to divide the population into exclusive
subgroups.
 Then, the researcher must identify the proportions of these subgroups in the population; this
same proportion will be applied in the sampling process.
 Finally, the researcher selects subjects from the various subgroups while taking into
consideration the proportions noted in the previous step.
 The final step ensures that the sample is representative of the entire population. It also allows
the researcher to study traits and characteristics that are noted for each subgroup.

Use of quota sampling

 To study a certain subgroup

Researchers can use quota sampling to study a characteristic of a particular subgroup, or observe
relationships between different subgroups.

For example, if a researcher wants to analyze the difference between doctors’ and engineers’ behaviors,
he can use quota sampling with two subgroups — one with doctors, and the other with engineers.

 Limited time frame or budget

Quota sampling is useful when the time frame to conduct a survey is limited, the research budget is very
tight, or survey accuracy is not the priority.
For example, job interviewers with a limited time frame to hire specific types of individuals can use
quota sampling. For example, an interviewer who wants to hire people from particular schools can
isolate applicants from those schools into particular subgroups. Similarly, an interviewer who wants
racial or ethnic diversity in his hires can separate a huge group of applicants into groups based on a
person’s ethnicity or race. Many higher education institutes use quota sampling to diversify their
batches.

Advantages of Quota Sampling

 Quota sampling emerges as an attractive choice when you are pressed for time, because
primary data collection can be done in shorter time.
 The application of quota sampling can be cost-effective.
 Quota sampling is not dependent on the presence of the sampling frames. In occasions where
suitable sampling frame is absent, quota sampling may be the only appropriate choice available.

Disadvantages of Quota Sampling

 Same as other non-probability sampling methods, in quota sampling it is not possible to


calculate the sampling error and the projection of the research findings to the total population is
risky.
 While this sampling technique might be very representative of the quota-defining
characteristics, other important characteristics may be disproportionately represented in the
final sample group.
 There is a great potential for researcher bias and the quality of work may suffer due to
researcher incompetency and/or lack of experience.

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