Quota Sampling in Market Research

Definition

Quota sampling is a non-random sampling technique used in market research where the researcher selects a sample of respondents based on specific pre-defined characteristics or quotas. These characteristics are chosen to resemble the distribution of certain traits or demographics within the target population.

Explanation:

In quota sampling, the researcher sets predetermined criteria or quotas for various traits or demographics they want to include in the sample. These criteria can be based on factors such as age, gender, income, location, or any other relevant characteristic. The goal is to ensure that the final sample reflects the proportions of these traits found in the entire target population.

Quota sampling offers several advantages, such as ease of implementation and cost-efficiency. However, it also has limitations, including the potential for researcher bias and a lack of true randomness. Researchers must carefully define the quotas and ensure that they adequately represent the characteristics of interest in the target population.