Non-Probability Sampling Techniques

In non-probability sampling, the sample is selected in such a way that the chance of being selected of each unit within the population or universe is unknown. Indeed, the selection of the subjects is arbitrary or subjective, since the researcher relies on his/her experience and judgement. As a result, there are no statistical techniques that allow for the measurement of sampling error, and therefore it is not appropriate to project the sample characteristics to the population.

In spite of this significant shortcoming, non-probability sampling is very popular in hospitality and tourism research for quantitative research. Almost all qualitative research methods rely on non-probability sampling techniques.

There are three main types of non-probability sampling that we will review more closely:

• Judgment Sampling
• Quota Sampling
• Convenience Sampling