Sampling (Random and Quota)

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.

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 . 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

Advantages	Less chance of bias as respondents are chosen at random
Disadvantages	The sample may not truly reflect the target market

Advantages	Simple and quick to select sample
Disadvantages	It can be expensive as a large sample is required

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

Advantages	Cheaper as less respondents are required
Disadvantages	Harder to eliminate bias in the selection process

Example comparison of random and quota sampling

Random sampling does not target any specific . 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 .

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Market researchSampling (Random and Quota)