Types of Sampling

Types of sampling: sampling methods

Sampling in market research is of two types – probability sampling and non-probability sampling. Let’s take a closer look at these two methods of sampling.

Probability sampling: Probability sampling is a sampling technique where a researcher sets a selection of a few criteria and chooses members of a population randomly. All the members have an equal opportunity to be a part of the sample with this selection parameter.

Non-probability sampling: In non-probability sampling, the researcher chooses members for research at random. This sampling method is not a fixed or predefined selection process. This makes it difficult for all elements of a population to have equal opportunities to be included in a sample.

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