Researc Description Exampl Pros &
h e study Cons
method
Random Every member of Office for Pro – reduces
sampling bias,
National
Sampling the target Statistics increases
population has an (social trends)
generalisability.
Con – time-
equal chance of consuming,
being selected, in hard to access
full sampling
a way that gives frame
everyone an
equal chance of
being selected
Stratified Dividing a Stephen Ball Pro – increases
representativen
Beachside
sampling population into Comprehensiv ess.
subgroups e
Con – time-
consuming and
(strata) based on complex to
relevant identify correct
strata
characteristics
like age, gender,
or ethnicity, and
then randomly
selecting
individuals from
each stratum to
create a sample.
Snowball A non-probability Dobash and Pro – can help
access
Dobash -
sampling sampling method Domestic populations
where existing Violence
that you would
not be able to
participants help access
recruit further otherwise.
Con – not
participants for a representative
research study. of the
population, lack
of researcher
control
Systemati When a Willmott and Pro – simple
and quick to
Young - Family
c researcher selects and Kinship use.
every nth person Con – may
h e study Cons
method
Random Every member of Office for Pro – reduces
sampling bias,
National
Sampling the target Statistics increases
population has an (social trends)
generalisability.
Con – time-
equal chance of consuming,
being selected, in hard to access
full sampling
a way that gives frame
everyone an
equal chance of
being selected
Stratified Dividing a Stephen Ball Pro – increases
representativen
Beachside
sampling population into Comprehensiv ess.
subgroups e
Con – time-
consuming and
(strata) based on complex to
relevant identify correct
strata
characteristics
like age, gender,
or ethnicity, and
then randomly
selecting
individuals from
each stratum to
create a sample.
Snowball A non-probability Dobash and Pro – can help
access
Dobash -
sampling sampling method Domestic populations
where existing Violence
that you would
not be able to
participants help access
recruit further otherwise.
Con – not
participants for a representative
research study. of the
population, lack
of researcher
control
Systemati When a Willmott and Pro – simple
and quick to
Young - Family
c researcher selects and Kinship use.
every nth person Con – may
