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Sampling is a tool that is used to indicate how much data to collect and how often it should be collected. This tool defines the samples to take in order to quantify a system, process, issue, or problem.

**When is it used?**

**Sampling is used any time data is to be gathered.**

Data cannot be collected until the sample size (how much) and sample frequency (how often) have been determined.

**Sampling should be periodically reviewed.**

When data is being collected on a regular basis to monitor a system or process, the frequency and size of the sample should be reviewed periodically to ensure that it is still appropriate.

**Types of Sampling: Sampling Methods**

Any market research study requires two essential types of sampling. They are:

**Probability Sampling:** Probability sampling s a sampling method that selects random members of a population by setting a few selection criteria. These selection parameters allow every member to have the equal opportunities to be a part of various samples.

**Non-probability Sampling:** Non probability sampling method is reliant on a researcher’s ability to select members at random. This sampling method is not a fixed or pre-defined selection process which makes it difficult for all elements of a population to have equal opportunities to be included in a sample.

**Types of Sampling: Probability Sampling Methods**

Probability Sampling is a sampling technique in which sample from a larger population are chosen using a method based on the theory of probability. This sampling method considers every member of the population and forms samples on the basis of a fixed process. For example, in a population of 1000 members, each of these members will have 1/1000 chances of being selected to be a part of a sample. It gets rid of bias in the population and gives a fair chance to all members to be included in the sample.

There are 4 types of probability sampling technique:

**Simple Random Sampling:** One of the best probability sampling techniques that helps in saving time and resources, is the Simple Random Sampling method. It is a trustworthy method of obtaining information where every single member of a population is chosen randomly, merely by chance and each individual has the exact same probability of being chosen to be a part of a sample.

**Cluster Sampling:** Cluster sampling is a method where the researchers divide the entire population into sections or clusters that represent a population. Clusters are identified and included in a sample on the basis of defining demographic parameters such as age, location, sex etc. which makes it extremely easy for a survey creator to derive effective inference from the feedback.

**Systematic Sampling:** Using systematic sampling method, members of a sample are chosen at regular intervals of a population. It requires selection of a starting point for the sample and sample size that can be repeated at regular intervals. This type of sampling method has a predefined interval and hence this sampling technique is the least time-consuming.

**Stratified Random Sampling:** Stratified Random sampling is a method where the population can be divided into smaller groups, that don’t overlap but represent the entire population together. While sampling, these groups can be organized and then draw a sample from each group separately.