Definition
NON-PROBABILITY SAMPLING
• Does not involve random selection of
samples.
• Non-probability samples, the population
may or may not be represented well, and it
will often be difficult to know how well the
population has been represented.
• In applied social research, there may be
circumstances where it is not feasible,
practical or theoretically sensible to do
random sampling.
Non-Probability Sampling
[Link] Sampling
[Link] Sampling
Subcategories of Purposive:
[Link] Instance
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TYPES OF
NON-PROBABILITY SAMPLING
1. ACCIDENTAL, HAPHAZARD OR
CONVENIENCE SAMPLING
• One of the most common methods of sampling,
which is primarily based on the convenience of
the researcher.
• Example:
Interviews conducted frequently by television
news programs to get a quick reading of public
opinion.
TYPES OF
NON-PROBABILITY SAMPLING
1. ACCIDENTAL, HAPHAZARD OR
CONVENIENCE SAMPLING
• Examples:
1. A BSIT student doing a thesis project surveys
the first 20 classmates he sees in the hallway
because he needs quick responses.
2. A group of BSCS researchers decides to
gather data by asking whoever is present in
the computer laboratory at the time they
visit.
TYPES OF
NON-PROBABILITY SAMPLING
2. PURPOSIVE SAMPLING
• Samples are taken with a purpose in mind.
Usually one or more specific pre-defined
groups are sought.
• Can be very useful for situations where a
target sample needs to be reached quickly and
where sampling for proportionality is not the
primary concern.
• Likely to get opinions of target population but
it is also likely to overweight subgroups in the
population that are more accessible
Sub-Categories of
Purposive Sampling
1. Modal Instance Sampling
• Sampling the most frequent or “typical” case.
• Commonly used in informal public opinion
polls.
Sub-Categories of
Purposive Sampling
1. Modal Instance Sampling
• Sampling the most frequent or “typical” case.
• Commonly used in informal public opinion polls.
• Examples:
1. A researcher wants to study the most common methods of
version control used by BSCS students in group projects.
Instead of randomly choosing students, the researcher selects
those who frequently use GitHub, as it is the most widely used
version control platform among students.
2. A researcher is interested in understanding the mobile app
preferences of BSIT students. Instead of randomly surveying all
students, the researcher selects students who regularly use
the most common mobile apps like Slack, Trello, and Google
Drive, as these are widely used by the majority of BSIT
students for communication and project management.
Sub-Categories of
Purposive Sampling
• 2. Expert Sampling
• Involves assembling of a sample of persons with known or
demonstrable experience and expertise in some area.
• Best way to elicit the views of persons who have specific expertise.
• Examples:
1. A BSIT researcher is conducting a study on the best practices for
database management. Instead of surveying a random group of
students, they select faculty members and industry professionals who
have extensive experience in database administration to provide their
insights.
2. For a thesis on cloud computing adoption in businesses, the researcher
chooses IT managers, cloud engineers, and consultants who specialize
in cloud solutions to share their expertise and experiences with cloud
technology in the business world.
Sub-Categories of
Purposive Sampling (cont…)
3. Quota Sampling
• Respondents are selected non-randomly according to
some fixed quota.
• Two types:
1. Proportional Quota Sampling
2. Non-proportional Quota Sampling
• Examples:
• 1. A researcher is studying the use of cloud storage among
BSIT students. They decide to select 30 students who use
Google Drive, 20 students who use Dropbox, and 10
students who use OneDrive, ensuring that the sample
reflects the distribution of cloud storage use across the
program.
Sub-Categories of
Purposive Sampling (cont…)
3. Quota Sampling
• Respondents are selected non-randomly according to
some fixed quota.
• Two types:
1. Proportional Quota Sampling
2. Non-proportional Quota Sampling
• Examples:
• 2. For a study on programming languages used by BSCS
students, the researcher sets quotas to interview 15
students who predominantly use Java, 10 who use Python,
and 5 who use C++, based on the most common languages
used in the program.
Sub-Categories of
Purposive Sampling (cont…)
• 4. Heterogeniety Sampling
• Is performed when all opinions or views about a specific topic
are the primary concern.
• Representing these views proportionately is not of major
importance.
• Also called sampling for diversity.
• Examples:
• 1. A researcher is studying the different approaches to software
development in BSIT students. Instead of focusing on students
from the same track, they select students from Web
Development, Data Analytics, IT Management, and Software
Engineering specializations to ensure diversity in the types of
software development practices used.
Sub-Categories of
Purposive Sampling (cont…)
• 4. Heterogeniety Sampling
• Is performed when all opinions or views about a specific
topic are the primary concern.
• Representing these views proportionately is not of major
importance.
• Also called sampling for diversity.
• Examples:
• 2. In a study on mobile app usage, the researcher selects
BSIT students who use a variety of mobile apps for
different purposes: productivity apps (e.g., Google Keep),
social media apps (e.g., Instagram), and learning apps
(e.g., Duolingo), ensuring diversity in app types and usage
contexts.
Sub-Categories of
Purposive Sampling (cont…)
5. Snowball Sampling
• The process starts by identifying someone
who meets the criteria for inclusion in the
study.
• The respondent is then asked to recommend
others whom they may know who also meet
the criteria.
• Useful when populations that are inaccessible
or hard to find are the target population.
Sub-Categories of
Purposive Sampling (cont…)
5. Snowball Sampling
• Examples:
• 1. A researcher wants to study how BSIT students are
using emerging technologies like blockchain or AI in
their personal or academic projects. They start by
interviewing a few students who have worked with
blockchain and ask them to refer others who have also
worked on blockchain-related projects or have
experience with AI.
Sub-Categories of
Purposive Sampling (cont…)
5. Snowball Sampling
• Examples:
• 2. For a research project on student involvement in
hackathons, the researcher initially interviews a few
BSCS students who have participated in hackathons
and then asks them to refer others who have
participated in different types of hackathons (local,
national, international) or who are actively involved in
organizing such events..
Practice Exercise:
Choose the correct type of non-probability sampling used in
the scenario.
1. A student researcher stands outside the library and surveys
anyone walking by.
• - Convenience
• 2. The research group targets the most typical BSIT student in
terms of grades, attendance, and engagement.
• - Modal Instance
• 3. The researchers include students from all year levels and
all three programs (BSIS, BSIT, BSCS), regardless of group
size.
• - Heterogeniety
Practice Exercise:
Choose the correct type of non-probability sampling
used in the scenario.
• 4. Only cybersecurity professionals from the BSCS
program are invited to evaluate a new security model.
• - Expert
• 5. The survey targets exactly 20 students from each
program to maintain balance.
• - Quota
• 6. Students are selected by asking those already
interviewed to recommend others.
• - Snowball
Practice Exercise:
Choose the correct type of non-probability sampling
used in the scenario.
• 7. A thesis group collects responses from whoever is
available in the student lounge.
• - Convenience
• 8. A team includes a wide variety of student types —
high GPA, low GPA, working students, and varsity
players.
• - Heterogeneity
• 9. A study seeks advice only from professors who
specialize in database systems.
• - Expert
Practice Exercise:
Choose the correct type of non-probability sampling
used in the scenario.
• 10. Researchers focus on the "average" IT student
based on department reports.
• - Modal Instance
• 11. Anyone who passes by the computer lab during
lunch break is asked to participate.
• - Convenience
• 12. The team uses key informants to identify more
people with rare AI research experience.
• - Snowball
Practice Exercise:
Choose the correct type of non-probability sampling
used in the scenario.
• 13. A group wants diversity, so they pick students from
different ethnicities, academic backgrounds, and years.
• - Heterogeniety
• 14. A professor recommends top-performing IS seniors
for inclusion in a case study.
• - Expert
• 15. The goal is to get 10 responses each from 1st-year,
2nd-year, 3rd-year, and 4th-year students.
• - Quota