Quota sampling

In quota sampling, the population is first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then judgment is used to select the subjects or units from each segment based on a specified proportion. For example, an interviewer may be told to sample 200 females and 300 males between the age of 45 and 60.

It is this second step which makes the technique one of non-probability sampling. In quota sampling the selection of the sample is non-random. For example interviewers might be tempted to interview those people in the street who look most helpful. The problem is that these samples may be biased because not everyone gets a chance of selection. This non-random element is its greatest weakness and quota versus probability has been a matter of controversy for many years.

Quota sampling is useful when time is limited, sampling frame is not available, research budget is very tight or when detailed accuracy is not important.