Different Types Of Sampling Used For Doing Market Research

October 7, 2021 0 Comments

For any kind of business to understand customer behavior, it is necessary to do proper market research. Proper market research will provide you useful insights into your market and know about your customers.

The most effective way of doing any market research is by taking a sample of audiences to know their views about your product and services. The sampling for consumer market surveys must be done very carefully so that you can get the correct feedback about the market.

Many marketers try to adopt a sampling method to understand their market as well as customer behavior. In an ideal situation, you will rather prefer to collect data out of the entire population, but practically that is not feasible.

Hence in a very careful manner, a sample of audiences is chosen and with the help of their feedback, market research is carried out to know what a customer is looking for.

While choosing the audience for the survey, few sample audiences are chosen in such a way that it is assumed that their inputs will offer the least amount of error. There can be several ways to conduct a survey and a few of them are:

  • Telephonic survey
  • Online market survey
  • Selecting a small cross-section of people and interviewing them.

If you have adopted the correct methods of sampling while doing your market research then you can get powerful insights about your market through such a market survey to perfection.

Let’s know about few sampling methods applied while doing any market research.


There can be 4 different kinds of probability sampling methods as follows:

  1. Simple random sampling

Since this is both simple and also random hence within a group/subgroup, every member of the audience has an equal chance to get selected as a respondent.

  1. Systematic sampling

This is a sampling type that involves the selection of a random starting point within the overall population and selecting sample members after regular intervals.

  1. Stratified random sampling

In this type of random sampling for creating the final sample, audiences are randomly selected from several subgroups.

  1. Cluster sampling

Cluster sampling will create a sample just by pulling people from several but not necessarily the entire subgroups of a population.


The following are a few non-probability sampling methods:

  1. Quota sampling

In this type of sampling method, the researcher will manipulate the sampling population for representing the total population as a whole.

  1. Convenience sampling

As you might guess, convenience sampling is a sampling that is done just by surveying a certain group of people that one can be reached very easily.

  1. Snowball sampling

This type of snowball sampling is a sort of non-probability sampling method which is so designed that it can help to reveal information about the populations that are quite difficult to reach or remain “hidden.”

  1. Purposive sampling

This is a sampling type in which researchers can directly select a subpopulation, which is supposed to be representing your population as a whole.

Every sampling method may have certain pros and cons and hence you have to choose your sampling method based on your product, service, and customers.