Free E-mail Newsletter Monthly updates on developments affecting small businesses. With probability sampling, each test respondent sampled has an equal chance of being selected for testing. This means that test results have a better chance of being representative of the entire target population. For example, if we were to test how many America Online members read this file, we could theoretically obtain a list from AOL and randomly sample 400 members by mail, phone, or e-mail to obtain a representative probability sample. If we were to try to sample 400 AOL members outside a given computer store for our survey, it would be a non-probability sample.
Many small companies utilize only non-probability sampling methods in their research.
This may be due to budget constraints or historical practice. But the difference between probability and non-probability methods can be significant. Only probability sampling provides a true representation of the total target population, accurate predictability, and distribution levels. All Rights Reserved.