Consumer Behavior Research Methods

Definitions

Non-probability sampling - Quota sampling

  • Two stage process: 1.) Quota + 2.) convenience/judgmental sampling

  • The first stage consists of developing control categories or quotas of population elements (age, sex, geography, etc.)

  • Then, sample elements are selected based on convenience or judgement sampling.

  • If the quota is assigned so that the proportion of the sample elements is the same as the proportion of population elements with respect to the characteristics of interest, the quotas ensure that the composition of the sample is the same as the composition of the population.

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