Non-probability Sampling

Otherwise known as non-random sampling and often referred to as convenience sampling, non-probability sampling is where the samples are selected not at random but based on non-random criteria. This method of sampling is often used for exploratory or qualitative research where the purpose is to understand a smaller or particular subset of population. While this type of sampling is both easier and more cost effective, there is a greater risk of bias and therefore valid statistical interpretation can become a challenge.


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