Sampling techniques: Advantages and

disadvantages
Techniqu Descriptions Advantages Disadvantages
e
Simple Random sample Highly representative Not possible without
random from whole if all subjects complete list of
population participate; the ideal population members;
potentially uneconomical
to achieve; can be
disruptive to isolate
members from a group;
time-scale may be too
long, data/sample could
change
Stratified Random sample Can ensure that More complex, requires
random from identifiable specific groups are greater effort than
groups (strata), represented, even simple random; strata
subgroups, etc. proportionally, in the must be carefully
sample(s) (e.g., by defined
gender), by selecting
individuals from strata
list
Cluster Random samples Possible to select Clusters in a level must
of successive randomly when no be equivalent and some
clusters of subjects single list of natural ones are not for
(e.g., by population members essential characteristics
institution) until exists, but local lists (e.g., geographic:
small groups are do; data collected on numbers equal, but
chosen as units groups may avoid unemployment rates
introduction of differ)
confounding by
isolating members
Stage Combination of Can make up Complex, combines
cluster (randomly probability sample by limitations of cluster and
selecting clusters) random at stages and stratified random
and random or within groups; sampling
stratified random possible to select
sampling of random sample when
individuals population lists are
very localized
Purposive Hand-pick subjects Ensures balance of Samples are not easily
on the basis of group sizes when defensible as being
specific multiple groups are to representative of
characteristics be selected populations due to
potential subjectivity of
researcher
Quota Select individuals Ensures selection of Not possible to prove
as they come to fill adequate numbers of that the sample is
a quota by subjects with representative of
characteristics appropriate designated population
 proportional to characteristics
populations
Snowball Subjects with Possible to include No way of knowing
desired traits or members of groups whether the sample is
characteristics give where no lists or representative of the
names of further identifiable clusters population
appropriate even exist (e.g., drug
subjects abusers, criminals)
Volunteer, Either asking for Inexpensive way of Can be highly
accidental, volunteers, or the ensuring sufficient unrepresentative
convenien consequence of not numbers of a study
ce all those selected
finally
participating, or a
set of subjects who
just happen to be
available
Source: Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to
research design, measurement, and statistics. Thousand Oaks, CA: SAGE Publications, Inc. (p. 118)