Consumer Behavior Research Methods

Definitions

Non-probability sampling

  • Using non-probability sampling, population elements are selected on the basis of their availability (e.g., because they volunteered) or because of the researcher's personal judgment that they are representative.

  • Use personal judgement of the researcher rather than chance to select sample elements --> The consequence is that an unknown portion of the population is excluded

  • The key here is that the selection process involves human subjectivity

  • Selection bias tends to be present

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