Nonprobability sampling

Sampling is the use of a subset of the population to represent the whole population. Probability sampling,
or random sampling, is a sampling technique in which the probability of getting any particular sample may be
calculated. Nonprobability sampling does not meet this criterion and should be used with caution. Nonprobability
sampling techniques cannot be used to infer from the sample to the general population.
The advantage of non-probability sampling is its lower cost compared to probability sampling. However, one can
say much less on the basis of a non-probability sample than on the basis of a probability sample. Of course,
research practice appears to belie this claim, because many analysts draw generalizations (e.g., propose new
theory, propose policy) from analyses of non-probability sampled data. One must ask, however, whether those
published works are publishable because tradition makes them so, or because there really are justifiable grounds
for drawing generalizations from studies based on non-probability samples.
Some embrace the latter claim, and assert that while probability methods are suitable for large-scale studies
concerned with representativeness, non-probability approaches are more suitable for in-depth qualitative research
in which the focus is often to understand complex social phenomena.
Non-probability sampling represents a valuable group of sampling techniques that can be used in research that
follows qualitative, mixed methods, and even quantitative research designs. Despite this, for researchers following
a quantitative research design, non-probability sampling techniques can often be viewed as an inferior
alternative to probability sampling techniques. Non-probability sampling techniques can often be viewed in such a
way because units are not selected for inclusion in a sample based on random selection, unlike probability
sampling techniques.
There are five types of non-probability sampling technique that you may use when doing a dissertation at the
undergraduate and master's level: Quota sampling, Convenience sampling, Purposive sampling, Self-selection
sampling and Snowball sampling:
Quota sampling: Quota sampling is a method for selecting survey participants. In quota sampling, a population is
first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then judgment is used to select
the subjects or units from each segment based on a specified proportion. For example, an interviewer may be told
to sample 200 females and 300 males between the age of 45 and 60. This means that individuals can put a demand
on who they want to sample. This second step makes the technique non-probability sampling. In quota sampling,
there is non-random sample selection and this can be unreliable. Quota sampling is the non probability version of
stratified sampling. In stratified sampling, subsets of the population are created so that each subset has a common
characteristic, such as gender. Random sampling chooses a number of subjects from each subset with, unlike a
quota sample, each potential subject having a known probability of being selected.
Convenience sampling: A convenience sample is simply one where the units that are selected for inclusion in the
sample are the easiest to access. That is, a sample population is selected because it is readily available and
convenient, as researchers are drawing on relationships or networks to which they have easy access. The researcher
using such a sample cannot scientifically make generalizations about the total population from this sample because
it would not be representative enough.
Purposive sampling: The researcher chooses the sample based on who they think would be appropriate for the
study. This is used primarily when there is a limited number of people that have expertise in the area being
researched. Such samples are biased because prominent experts may differ from other, equally expert, less
prominent persons. These purposive sampling techniques include maximum variation sampling, homogeneous
sampling, typical case sampling, extreme (or deviant) case sampling, total population sampling and expert
sampling. Each of these purposive sampling techniques has a specific goal, focusing on certain types of units, all
for different reasons.
Self-selection sampling: Self-selection sampling is appropriate when we want to allow units or cases, whether
individuals or organisations, to choose to take part in research on their own accord. The key component is that
research subjects (or organisations) volunteer to take part in the research rather than being approached by the
researcher directly.
Snowball sampling: Snowball sampling is particularly appropriate when the population you are interested in
is hidden and/or hard-to-reach. These include populations such as drug addicts, homeless people, individuals with
AIDS/HIV, prostitutes, and so forth. It is a non-probability sampling technique where existing study subjects
recruit future subjects from among their acquaintances. Thus the sample group appears to grow like a rolling
snowball. It was widely believed that it was impossible to make unbiased estimates from snowball samples, but a
variation of snowball sampling called respondent-driven sampling has been shown to allow researchers to
make asymptotically unbiased estimates from snowball samples under certain conditions.