Trying to collect data from a large group of people is nearly impossible. In these cases, you take a sample of the larger target population, thus yielding fewer people to carry out your research from the information provided by the sample population.
To ensure that your research and results are accurate, it is important for you to carefully select your sampling or the type of sampling method you plan to use.
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How will you collect your sample?
When you collect samples, it means that you have a list of all the target members for your sample population. It implies that you have a type of sample population that you need and the method you will follow to obtain it.
How are sampling methods used in online research?
The sampling theory used on the internet is the same kind that is used in traditional sampling such as via email or the telephone. We still cling on to the traditional methodologies even with their high costs and higher effort.
However, online research methods and sampling are also popular. Online research proves that the main focus of sampling is what the sampling seeks to achieve rather than the medium through which they achieve it.
If you want help in online market research then consider the services provided by OvationMR. They are one of the top online market research companies who perform custom research or other brand tracking studies for your company. They are industry veterans in the online panel technology and online sampling methodology. Furthermore, you can check out their website to find blogs for a summary of market research sampling techniquesor how to get target precise survey audiences and other blogs that could help you in online surveying.
Types of sampling methods
There are primarily two types of sampling methods that market researchers use – probability and non-probability sampling.
Probability sampling is when the whole population has an equal chance of being selected for the survey. The selection process is random and so the sample is usually supposed to be representative of the whole population.
Types of probability sampling methods
- True random sampling method: This type of sampling method is the gold standard for probability statistics, but it is an ideal situation that may not be possible in most cases. The best way to draw a random sampling is by assigning numbers to the people in the population and use a random number generator to pick the samples.
- Cluster sampling: In stage one the researcher will select a number of clusters of people that they would like to survey. Then a random sample is selected from each cluster. This method divides the sample into discreet sections then applies random sampling.
- Systematic sampling: This is a simple process where researchers pick every nth person on a population list. The only thing you need to prepare is a list of the people in the population beforehand.
- Stratified sampling: In this method, the population is divided into mutually exclusive groups or stratum and a random sample is selected. The division can be done according to income, age, race, or gender. This reduces the chances of misrepresentation of a population.
Non-probability sampling is when the sampling is done with a purpose and there will be more sampling errors and bias. The selection process is carefully formulated and not at all random.
Types of non-probability sampling methods
- Judgmental sampling: In this method, researches use their judgment to choose a sample that is based on their knowledge and expertise.
- Convenience sampling method: As the name suggests, the samples are taken according to the convenience it provides to the researchers.
- Quota sampling: This is similar to stratified sampling but in this, a target number must be reached in each stratum. There may be hand-picking of some participants which increase sampling bias.
Conclusion
The information above shows different techniques for market research sampling which can be chosen according to your research.
