What is quota sampling?

Quota sampling is a non-probability sampling technique where researchers divide the population into subgroups based on certain characteristics (such as age, gender, or income level) and then set quotas for each subgroup to ensure that the final sample reflects the demographic makeup of the population.

In quota sampling, researchers select participants from each subgroup until the quota for that subgroup is met. This method is commonly used in market research and opinion polls, as it allows researchers to achieve a more diverse sample without having to randomly select participants.

One of the main advantages of quota sampling is that it is cost-effective and efficient, as researchers can quickly obtain a sample that reflects the diversity of the population. However, a key limitation of quota sampling is that it may not always produce a representative sample, as there is a risk of bias if the selection of participants within each subgroup is not truly random.

Overall, quota sampling can be a useful technique in certain research contexts, but researchers should be aware of its limitations and take steps to minimize bias in their sampling process.