Sampling Services

Sampling is the study of a few elements to evaluate the larger population. Our services are particularly useful for low-incidence samples, where more research is needed to develop an accurate sample.

Our Approach

In sampling, there are four important considerations. First, the data must be both accurate and reliable. Second, the market research firm must have knowledge of the target population to be able to develop a time frame and sampling plan. Third, the market research firm needs to have sufficient resources to reach and quantitatively measure the target population. Fourth, sample sizes can vary because of population diversity and required confidence. Our researchers work with clients to provide them with accurate, relevant and reliable solutions.

Two sample types are possible: probability samples and non-probability samples. In probability samples, researchers can generalize sample results to the population. Nonprobability samples, where the likelihood of choosing more than 2 elements is not equal, are used often in market research. They are particularly useful in niche markets where probability samples would take significant time to develop and implement.

Common sample types include:

Probability Samples

• Simple random samples
• Systematic random samples via skip intervals
• Stratified samples via weighting
• Cluster samples

Nonprobability Samples

• Judgment samples
• Convenience samples
• Snowball samples
• Quota samples

Thought Leadership

Our Past Experience