ABSTRACT
This chapter discusses on probability and nonprobability sampling methods. Probability sampling methods include random, stratified, and cluster. Nonprobability sampling methods include quota, convenience, purposive, and snowball. The chapter also discusses surveys that use a census. Census is a survey method that includes all of the members of a population. A sample is a portion of the population one wish to study, while a sampling frame is the list of people one select for his/her sample. Survey sampling units provide the data one collect for analysis. The difference between probability and nonprobability sampling is an assumption that in probability sampling each member of a population has a known chance of being selected, while in nonprobability sampling each member does not. Many advertising and public relations researchers use quota sampling to conduct telephone surveys because it has the potential for satisfying specific demographic proportions of a population.
