What is probability sampling?

Definition: Probability sampling is defined as a sampling technique in

which the researcher chooses samples from a larger population using a
method based on the theory of probability. For a participant to be
considered as a probability sample, he/she must be selected using a
random selection.

The most critical requirement of probability sampling is that everyone in

your population has a known and equal chance of getting selected. For
example, if you have a population of 100 people, every person would have
odds of 1 in 100 for getting selected. Probability sampling gives you the
best chance to create a sample that is truly representative of the
population.

Probability sampling uses statistical theory to randomly select a small

group of people (sample) from an existing large population and then predict
that all their responses will match the overall population.

What are the types of probability sampling?

Simple random sampling, as the name suggests, is an entirely random
method of selecting the sample. This sampling method is as easy as
assigning numbers to the individuals (sample) and then randomly choosing
from those numbers through an automated process. Finally, the numbers
that are chosen are the members that are included in the sample.

There are two ways in which researchers choose the samples in this
method of sampling: The lottery system and using number generating
software/ random number table. This sampling technique usually works
around a large population and has its fair share of advantages and
disadvantages.
Stratified random sampling involves a method where the researcher
divides a more extensive population into smaller groups that usually don’t
overlap but represent the entire population. While sampling, organize these
groups and then draw a sample from each group separately.

A standard method is to arrange or classify by sex, age, ethnicity, and

similar ways. Splitting subjects into mutually exclusive groups and then
using simple random sampling to choose members from groups.

Members of these groups should be distinct so that every member of all

groups get equal opportunity to be selected using simple probability. This
sampling method is also called “random quota sampling.”

Random cluster sampling is a way to select participants randomly that

are spread out geographically. For example, if you wanted to choose 100
participants from the entire population of the U.S., it is likely impossible to
get a complete list of everyone. Instead, the researcher randomly selects
areas (i.e., cities or counties) and randomly selects from within those
boundaries.

Cluster sampling usually analyzes a particular population in which the

sample consists of more than a few elements, for example, city, family,
university, etc. Researchers then select the clusters by dividing the
population into various smaller sections.

Systematic
sampling is when you choose every “nth” individual to be a part of the
sample. For example, you can select every 5th person to be in the
sample. Systematic sampling is an extended implementation of the same
old probability technique in which each member of the group is selected at
regular periods to form a sample. There’s an equal opportunity for every
member of a population to be selected using this sampling technique.

Example of probability sampling

Let us take an example to understand this sampling technique. The
population of the US alone is 330 million. It is practically impossible to send
a survey to every individual to gather information. Use probability sampling
to collect data, even if you collect it from a smaller population.

For example, an organization has 500,000 employees sitting at different

geographic locations. The organization wishes to make certain
amendments in its human resource policy, but before they roll out the
change, they want to know if the employees will be happy with the change
or not. However, it’s a tedious task to reach out to all 500,000 employees.
This is where probability sampling comes handy. A sample from the larger
population i.e., from 500,000 employees, is chosen. This sample will
represent the population. Deploy a survey now to the sample.

From the responses received, management will now be able to know

whether employees in that organization are happy or not about the
amendment.

What are the steps involved in probability sampling?

Follow these steps to conduct probability sampling:

1. Choose your population of interest carefully: Carefully think and

choose from the population, people you believe whose opinions should be
collected and then include them in the sample.

2. Determine a suitable sample frame: Your frame should consist of a

sample from your population of interest and no one from outside to collect
accurate data.

3. Select your sample and start your survey: It can sometimes be

challenging to find the right sample and determine a suitable sample frame.
Even if all factors are in your favor, there still might be unforeseen issues
like cost factor, quality of respondents, and quickness to respond. Getting a
sample to respond to a probability survey accurately might be difficult but
not impossible.

But, in most cases, drawing a probability sample will save you time, money,
and a lot of frustration. You probably can’t send surveys to everyone, but
you can always give everyone a chance to participate, this is what
probability sample is all about.

When to use probability sampling?

Use probability sampling in these instances:

1. When you want to reduce the sampling bias: This sampling method is
used when the bias has to be minimum. The selection of the sample largely
determines the quality of the research’s inference. How researchers select
their sample largely determines the quality of a researcher’s findings.
Probability sampling leads to higher quality findings because it provides an
unbiased representation of the population.

2. When the population is usually diverse: Researchers use this method

extensively as it helps them create samples that fully represent the
population. Say we want to find out how many people prefer medical
tourism over getting treated in their own country. This sampling method will
help pick samples from various socio-economic strata, background, etc. to
represent the broader population.

3. To create an accurate sample: Probability sampling help researchers

create accurate samples of their population. Researchers use proven
statistical methods to draw a precise sample size to obtained well-defined
data.

Advantages of probability sampling

Here are the advantages of probability sampling:

1. It’s Cost-effective: This process is both cost and time effective, and a
larger sample can also be chosen based on numbers assigned to the
samples and then choosing random numbers from the more significant
sample.

2. It’s simple and straightforward: Probability sampling is an easy way of

sampling as it does not involve a complicated process. It’s quick and saves
time. The time saved can thus be used to analyze the data and draw
conclusions.

3. It is non-technical: This method of sampling doesn’t require any

technical knowledge because of its simplicity. It doesn’t require intricate
expertise and is not at all lengthy.

What is the difference between probability sampling and

non-probability sampling?
Here’s how you differentiate probability sampling from non-probability
sampling,

Probability sampling Non-probability sampling

Samples are selected on the basis of the

The samples are randomly selected.
researcher’s subjective judgment.

Everyone in the population has an equal Not everyone has an equal chance to
chance of getting selected. participate.

Researchers use this technique when they Sampling bias is not a concern for the
want to keep a tab on sampling bias. researcher.

Useful in an environment having a diverse Useful in an environment that shares similar

population. traits.

Used when the researcher wants to create This method does not help in representing
accurate samples. the population accurately.

Finding the correct audience is not simple. Finding an audience is very simple.
 What is non-probability sampling?
Definition: Non-probability sampling is defined as a 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.
It is carried out by observation, and researchers use it widely for qualitative
research.

Non-probability sampling is a sampling method in which not all members of

the population have an equal chance of participating in the study, unlike
probability sampling. Each member of the population has a known chance
of being selected. Non-probability sampling is most useful for exploratory
studies like a pilot survey (deploying a survey to a smaller sample
compared to pre-determined sample size). Researchers use this method in
studies where it is impossible to draw random probability sampling due to
time or cost considerations.

Types of non-probability sampling

Here are the types of non-probability sampling methods:

• 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. Researchers choose these
samples just because they are easy to recruit, and the researcher did not
consider selecting a sample that represents the entire population.
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. It is one of the reasons why researchers
rely on convenience sampling, which is the most common non-probability
sampling method, because of its speed, cost-effectiveness, and ease of
availability of the sample.

• 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.

• Quota sampling:
Hypothetically consider, a researcher wants to study the career goals of
male and female employees in an organization. There are 500 employees
in the organization, also known as the population. To understand better
about a population, the researcher will need only a sample, not the entire
population. Further, the researcher is interested in particular strata within
the population. Here is where quota sampling helps in dividing the
population into strata or groups.

• Judgmental or Purposive sampling:

In the judgmental sampling method, researchers select the samples based
purely on the researcher’s knowledge and credibility. In other words,
researchers choose only those people who they deem fit to participate in
the research study. Judgmental or purposive sampling is not a scientific
method of sampling, and the downside to this sampling technique is that
the preconceived notions of a researcher can influence the results. Thus,
this research technique involves a high amount of ambiguity.

• 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. 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.

Non-probability sampling examples

Here are three simple examples of non-probability sampling to understand
the subject better.

1. An example of convenience sampling would be using student volunteers

known to the researcher. Researchers can send the survey to students
belonging to a particular school, college, or university, and act as a
sample.
2. In an organization, for studying the career goals of 500 employees,
technically, the sample selected should have proportionate numbers of
males and females. Which means there should be 250 males and 250
females. Since this is unlikely, the researcher selects the groups or strata
using quota sampling.
3. Researchers also use this type of sampling to conduct research involving
a particular illness in patients or a rare disease. Researchers can seek
help from subjects to refer to other subjects suffering from the same
ailment to form a subjective sample to carry out the study.

When to use non-probability sampling?

• Use this type of sampling to indicate if a particular trait or characteristic
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.

Advantages of non-probability sampling

Here are the advantages of using the non-probability technique

• Non-probability sampling techniques are a more conducive and practical

method for researchers deploying surveys in the real world. Although
statisticians prefer probability sampling because it yields data in the form
of numbers, however, if done correctly, it can produce similar if not the
same quality of results.
• Getting responses using non-probability sampling is faster and more
cost-effective than probability sampling because the sample is known to
the researcher. The respondents respond quickly as compared to people
randomly selected as they have a high motivation level to participate.

Difference between non-probability sampling and

probability sampling:
 Non-probability sampling Probability sampling

Sample selection based on the subjective

The sample is selected at random.
judgment of the researcher.

Not everyone has an equal chance to Everyone in the population has an equal
participate. chance of getting selected.

The researcher does not consider sampling Used when sampling bias has to be
bias. reduced.

Useful when the population has similar traits. Useful when the population is diverse.

The sample does not accurately represent

Used to create an accurate sample.
the population.

Finding respondents is easy. Finding the right respondents is not easy.