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A type of non-probability sampling, Convenience Sampling involves collecting samples from the population that is closer to the researcher. It is also known as accidental sampling, opportunity sampling, or grab sampling because the researcher can use the respondents who are conveniently available at the researcher’s reach. Convenience sampling can be used in the best market research tools available.
Gathering samples from the entire community is not always possible, at those times researchers use convenience sampling. The process is uncomplicated, prompt, and because it uses an audience of close contact, it is economical as well.
The sample includes people who are in the researcher’s close proximity such as workplace, school, club, apartment complex, etc. The factor that whether the sample represents the entire population is not taken under consideration. However, with this sampling technique, you can gather opinions, habits, reviews, etc. in an easy and simple way.
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In business and Market research, convenience sampling provides data from the perspective of the audience about the brand image and reputation. It is also used to obtain opinions about newly launched products or on a small-scale project.
In this case, if the sample size consists of a large number of students there is little chance of error or biases.
Convenience sampling has certain issues, such as you cannot generalize the result to a larger population. However, in some cases, it is the only option that can give you the result. Sometimes, it is the only method when you cannot get a list of respondents or a large population. Convenience sampling is easy to conduct. Also when you need results in a short time and have a low budget, it is the method that can save you.
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Quick: In cases when time is limited and you need to collect data fast, convenience sampling is used by many researchers. The simplicity factor of this non-probability sampling makes it a quick and easy procedure, unlike other non-probability samplings.
Cheap: Money is another factor it saves. A researcher includes the people who are in close proximity to the researcher, hence it is a cost-effective market research tool. The researcher can generate data with little to no investment.
Students with low or no budget can use convenience sampling because they can make use of the people in their contact to obtain data for their survey.
Easy: The respondents in convenience sampling are readily available to the researcher. The members of the sample can be friends, families, employees, regular customers, and random people on crowded streets. Therefore, the responders are accessible to the researcher, and collection of data, as a result, is an easy task.
Qualitative Information: On certain issues, it can provide in-depth information. For example, you can add a survey with the bill presented in your restaurant. The customers can fill the survey and give you their opinion, comments, and review about your restaurant. This way you can gather information relevant to the success of your restaurant with the help of convenience sampling.
Convenience sampling is a type of market research which uses a small part of the population to make assumptions about the entire population. However, generalization of the result to the larger population is not always possible. The convenience sampling result may vary widely depending on the scale of the population. For small-scale projects, a large sample size and data may provide representative results.
The result in convenience sampling can be biased because some people may take part in the survey and some may not. This can disturb the purpose of the survey and make the result futile.
The biased result can be prevented by using probability sampling along with convenience sampling. This can help derive more accurate results.
It is mostly recommended to use probability sampling. But, when convenience sampling is the only option follow the tips to have more efficient results.
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