March 24th, 2021
SOCI2151H Week 10: Qualitative Non-Probability Sampling
Reading: Chapter 6 & 10
Non-probability sampling is a technique that does not use randomization
● cross sectional case study
● Interview no more than 10 participants (a handful of participants in a specific
location)
● Members selected for sample are not equal (does not reflect population)
Used when probability sampling…
● Would be too expensive
● Would yield a precise representation that is not even important to the study
● When it is not possible to obtain or define a full population
Researchers use a nonprobability sample because the respondents are easy to find (or
participants contact researchers)!!
Examples
a) What if you want to study a sub-group in society who are cowardly?
i) Such as white supremist groups
b) Studying vulnerable populations can be tricky
i) Such as homeless people
ii) Cannot study all homeless people
1) You study those located in the downtown area
2) You dress to “fit in” (wear old worn out clothes...not to pretend you
are homeless but to not insert an immediate power dynamic)- you
always need an “in” into a group
Could then use the internet to locate a sample:
● Because it would be impossible to use randomization to survey the whole
population of such people
4 Techniques of Non-Probability Sampling
1. Convenience sampling (CANNOT USE THIS TECHNIQUE!!!!!!!)
a. Use subjects who are simply available
b. Problem: does not ensure proper representativeness
c. Used for some ethnographic research:
i. Sampling can happen as a result of merely hanging out with the
community you are interested in studying anyway (like a mall)
1. Participant observation - means relying on available subjects
d. Negative example:
SOCI2151H Week 10: Qualitative Non-Probability Sampling
Reading: Chapter 6 & 10
Non-probability sampling is a technique that does not use randomization
● cross sectional case study
● Interview no more than 10 participants (a handful of participants in a specific
location)
● Members selected for sample are not equal (does not reflect population)
Used when probability sampling…
● Would be too expensive
● Would yield a precise representation that is not even important to the study
● When it is not possible to obtain or define a full population
Researchers use a nonprobability sample because the respondents are easy to find (or
participants contact researchers)!!
Examples
a) What if you want to study a sub-group in society who are cowardly?
i) Such as white supremist groups
b) Studying vulnerable populations can be tricky
i) Such as homeless people
ii) Cannot study all homeless people
1) You study those located in the downtown area
2) You dress to “fit in” (wear old worn out clothes...not to pretend you
are homeless but to not insert an immediate power dynamic)- you
always need an “in” into a group
Could then use the internet to locate a sample:
● Because it would be impossible to use randomization to survey the whole
population of such people
4 Techniques of Non-Probability Sampling
1. Convenience sampling (CANNOT USE THIS TECHNIQUE!!!!!!!)
a. Use subjects who are simply available
b. Problem: does not ensure proper representativeness
c. Used for some ethnographic research:
i. Sampling can happen as a result of merely hanging out with the
community you are interested in studying anyway (like a mall)
1. Participant observation - means relying on available subjects
d. Negative example:
