A pollster wants to obtain a large sample of voters with the least amount of trouble. Each subject is asked to complete a pencil-paper questionnaire containing seven multiple-choice questions
Each person completing the survey receives a $1-off coupon for a population coffee chain. The pollster decides to stand outside twenty different supermarkets for four hours each and ask patrons to participate in the research. Which method of sampling is this?
a. Network or snowball sampling
b. Purposive sampling
c. Convenience sampling
d. Cluster sampling
ANS: C
Convenience sampling involves the nonrandom selection of subjects who meet criteria and are available and willing to be in the study, or basically subjects who are in the right place at the right time. Thus, this is the easiest, most economic method to obtain a large sample. In purposive sampling, sometimes referred to as purposeful, judgmental, or selective sampling, the researcher consciously selects certain participants, elements, events, or incidents to include in the study. In purposive sampling, qualitative researchers select information-rich cases, or those cases that can teach them a great deal about the central focus or purpose of the study. This is almost exclusively a qualitative sampling strategy. Network or snowball sampling takes advantage of social networks to recruit subjects and is almost exclusively a qualitative sampling strategy. Cluster sampling is a type of random sampling.
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