ACROSS FAMILIES/ Sampling
Quota sampling
Fill planned subgroup targets without random selection
Quota sampling sets recruitment targets for selected characteristics, then fills them through non-probability selection. It can make the achieved sample resemble population margins on the quota variables. Unlike stratified probability sampling, the mechanism within each cell does not supply known inclusion probabilities. Matching visible characteristics cannot by itself remove differences on unmeasured characteristics.
WHEN IT FITS
Use for rapid market or organisational surveys when subgroup coverage is useful and probability recruitment is infeasible, with the limits of population inference stated clearly.
Strengths
- Ensures planned representation on chosen quota variables
- Offers practical control over recruitment composition
Limitations
- Interviewer or platform selection remains within quota cells
- Population margins cannot correct all selection differences
Know the boundary
Quota matching does not provide the design-based error margins of a probability sample.
USED ACROSS
Banking & financeBusiness & MBAPsychologyComputer scienceEducation