COMM 101 Lecture Notes - Lecture 11: Nonprobability Sampling, Drug User, Snowball Sampling

• School: U of M
• Department: Communication Studies
• Course: COMM 101
• Professor: Julia Lippman

Document Summary

Methods of non-probability sampling: convenience sampling. Find a group of individuals who are easy to sample, and sample them. Ex: participant pool sampling, intercept studies, internet sampling. Strengths: least expensive, typically fastest and easiest. Weakness: no sense of who you are getting or how they relate to the population: purposive sampling. First identify predetermined groups of individuals you want to sample, and then nd and sample convenient people in those groups. Ex: selecting movies with high ratings, samples of asian americans, samples of record collectors. Strengths: convenient for targeted groups, best way to access hard-to-reach communities. Weakness: not necessarily clear how well sampling frame represents population: quota sampling. First identify predetermined groups of individuals you want to sample, and then nd and sample people with the goal of matching targets in these groups. This is a type of purposive sample in which you sample up to a certain number in each predetermined group.