Sampling Methods Flashcards
Random sample definition
Each person has an equal chance of being selected
Stratified sample
Sampling frame divided into certain strata and then random samples are selected from those strata
Opportunity sample
The researcher uses people they know or have easy access to
Snowball sample
Like a chain letter, an initial sample passes the research onto their contact
Quota sample
At least a certain number of people with certain characteristics are chosen
Why might you choose a random sample?
It’s considered and very representative
Why might you choose a stratified sample?
If research question relates to certain social groups, need to ensure they are well represented
Why use opportunity sample?
Practical and easier
Why might you use snowball sample?
Can generate a very large sample quickly (not representative)
Why might you use a quota sample?
Handy for market research
When is a method considered reliable?
If when repeated it would produce the same results
- to achieve this data needs to be representative and the research design rigorous and robust
- not automatically reliable just because it’s quantitative
