5/4/2019 Choosing a sampling method

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Choosing a sampling method

Techniques > Research > Sampling > Choosing a sampling method
Probability | Quota | Selective | Convenience | Ethnographic | See also

There are many methods of sampling when doing research. This guide can help you choose which method to use. Simple random sampling is the ideal,
but researchers seldom have the luxury of time or money to access the whole population, so many compromises often have to be made.

Probability methods
This is the best overall group of methods to use as you can subsequently use the most powerful statistical analyses on the results.

Method Best when

Simple random sampling
Stratified sampling (random within target
groups)
Systematic sampling (every nth person)
Cluster sampling (all in limited groups)
Whole population is available.
There are specific sub-groups to investigate (eg. demographic groupings).
When a stream of representative people are available (eg. in the street).
When population groups are separated and access to all is difficult, eg. in many distant
cities.

Quota methods
For a particular analysis and valid results, you can determine the number of people you need to sample.
In particular when you are studying a number of groups and when sub-groups are small, then you will need equivalent numbers to enable equivalent
analysis and conclusions.

Method Best when

Quota sampling (get only as many as you need)
Proportionate quota sampling (in proportion to
population sub-groups)
Non-proportionate quota sampling (minimum
number from each sub-group)
You have access to a wide population, including sub-groups
You know the population distribution across groups, and when normal sampling may
not give enough in minority groups
There is likely to a wide variation in the studied characteristic within minority groups

Selective methods
Sometimes your study leads you to target particular groups.

Method Best when

Purposive sampling (based on intent)
Expert sampling (seeking 'experts')
Snowball sampling (ask for
recommendations)
Modal instance sampling (focus on 'typical'
people)
Diversity sampling (deliberately seeking
variation)
You are studying particular groups
You want expert opinion
You seek similar subjects (eg. young drinkers)
When sought 'typical' opinion may get lost in a wider study, and when you are able to identify
the 'typical' group
You are specifically seeking differences, eg. to identify sub-groups or potential conflicts

Convenience methods
Good sampling is time-consuming and expensive. Not all experimenters have the time or funds to use more accurate methods. There is a price, of
course, in the potential limited validity of results.

Method Best when

Snowball sampling (ask for recommendations) You are ethically and socially able to ask and seek similar subjects.
Convenience sampling (use who's available) You cannot proactively seek out subjects.
Judgment sampling (guess a good-enough sample) You are expert and there is no other choice.

Ethnographic methods

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5/4/2019 Choosing a sampling method
When doing field-based observations, it is often impossible to intrude into the lives of people you are studying. Samples must thus be surreptitious and
may be based more on who is available and willing to participate in any interviews or studies.

Method Best when

Selective sampling (gut feel) Focus is needed in particular group, location, subject, etc.
Theoretical sampling (testing a theory) Theories are emerging and focused sampling may help clarify these.
Convenience sampling (use who's available) You cannot proactively seek out subjects.
Judgment sampling (guess a good-enough sample) You are expert and there is no other choice.

See also
Choosing a test

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