Sampling, Nonprobability

Nonprobability sampling is a method of selecting cases from a population without the use of random selection. Random selection requires each case in a population to have an equal chance of being selected. Nonprobability sampling, in contrast, describes any method in which some cases have no chance for selection in the study. Nonprobability sampling is likely to occur when researchers do not know or do not have access to all cases in a target population, which frequently occurs in communication research. For example, it would be extremely difficult for each adult in a city to have the same chance of being selected for an online survey because it would require not only contact information for each person, but each adult to have Internet ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles