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Sampling Methods – Sample Selection

There are 2 different ways to select sample (respondents) for quantitative research:

   - Probability samples (random selection)
   - Non-probability samples

The probability sample means that each member of the target sample has the same chance to be selected for taking part in the market research project. This method is preferred because the results have more chance to be representative of the whole target population.

Several different poll methods are described below:

Simple random poll:

It is the first form of probability sampling. Each individual of the population has the same probability of being chosen for the sample.
Each individual is chosen randomly and entirely by chance.

Quota poll:

The goal of this method is to get a sample as representative as possible of the target population.
Quotas are set on a descriptive basis: gender, age, socio-professional group, etc. to select the required number of profiles.

Systematic sampling poll:

This method is often use instead of random sampling.
Pollsters are given rules regarding how they must choose the sample. (eg: they are asked to pick one house out of five ; selecting every Nth record from a list of members, etc.).
This method is simple but remains hard to follow-up and to check.

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