P4 Sampling Essay

Submitted By channybear45
Words: 1368
Pages: 6

P4- Be Able to Carry Out Simple Research

I will be sampling 30 people when carrying out market research the reasons for this size of sampling is because it’s the perfect number to ask for effective research and nice number of questionnaires to analyse and interpret data from. The size of sampling is important to market research, this is because if you don’t have a correct number of samples, then the market research won’t be as effective to the research if the numbers are to low or high, so it’s important to find a happy medium that is suitable to the aims and objectives of my market research. Cost vs accuracy is important to consider when you are sampling research. The samples you have using a 1000 samples as an examples will cost a lot of money to sample. However, the accuracy would be accurate than doing 30 samples. Although, doing 30 samples would cost less but the accuracy of the research will be less than a higher volume of samples.

Samplings techniques.

There is two main kinds of sampling techniques these are known as; non probability and probability sampling techniques. Sampling is the questioning of the selection of respondents from the target market. To ensure sampling is accurate, the researchers must identify a representative of cross section of customers. The choice of the sampling technique depends on the importance of getting an acute picture of the businesses potential and already customer’s behaviour.

Non probability

Non probability sampling methods does not involve random selection, the samples that is selected under this sampling technique is not related to mathematical probability. Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected, these methods can take less time to complete and not as costly to plan and carry out the research. The downside of the non-probability sampling method is that an unknown proportion of the entire population was not sampled. This entails that the sample may or may not represent the entire population accurately.


Probability sampling is a sampling technique wherein the samples are gathered in a process that gives all the individuals in the population equal chances of being selected. Probability sampling technique, the researcher must guarantee that every individual has an equal opportunity for selection. Probability sampling method is any method of sampling that utilizes some form of random selection. In order to have a random selection method, ‘you must set up some process or procedure that assures that the different units in your population have equal probabilities of being chosen. (http://www.socialresearchmethods.net/kb/sampprob.php). The effect of this is a minimal or absent systematic bias which is the difference between the results from the sample and the results from the population.

Non probability sampling methods:

Convenience Sampling
A convenience sample is simply one in which the researcher uses any subjects that are available to participate in the research study. This could mean stopping people in a street corner as they pass by or surveying passers-by in a mall.
Judgemental Sampling
Judgmental sampling is where the researcher selects units to be sampled based on their knowledge and professional judgment. Judgmental sampling design is usually used when a limited number of individuals possess the trait of interest. It is the only viable sampling technique in obtaining information from a very specific group of people.
Quota Sampling
Quota sampling is a technique where the samples has the same proportions of individuals as the entire population with respect to known characteristics or traits. The main reason why researchers choose quota samples is that it allows the researchers to sample a subgroup that is of great interest to the study. If a study aims to investigate a…