Survey Sampling: What it is, Types & Tips

Let’s say you wanted to do some research in Europe. Now to ask every person would be impossible. Even if everyone said “yes,” carrying out a survey across different countries, in different languages and timezones, and then collecting and processing all the results would take a long time and be very costly. The data can be collected more quickly and save time a lot from survey sampling.

What is Survey Sampling?

Survey sampling is a procedure within the design of an investigation through which data is collected through tools such as questionnaires or surveys.

Sampling helps a lot in research. In survey research, sampling refers to how we select members from the population to be in the study. It determines the accuracy of research/survey results. 

The principle of sample surveys is not to observe the entire population studied but rather a properly selected subset, called a sample.

Why Do Researchers Need Survey Sampling?

This sample is usually much smaller than the population considered. This advantage makes it much easier to operate than in an exhaustive survey.

To obtain faster results at a much lower cost and to have better quality data, since it is possible to collect data much more carefully when dealing with a small number of subjects than when interviewing and/or examining an entire population.

Types of survey sampling:

  • Probability sampling methods

This is more common than non-probability sampling because it allows you to make meaningful conclusions about the population being studied by using statistical analysis.

  • Simple random sampling

With simple random sampling, every element in the population has an equal chance of being selected as part of the sample, i.e. Every member and set of members have an equal chance of being included in the sample.

  • Cluster sampling

With cluster sampling, groups rather than individual units of the target population are selected at random. These might be pre-existing groups, such as people in certain zip codes or students belonging to an academic year.

  • Non-probability sampling methods

Non-probability sampling is typically used when you don’t have a specific target population to work with

  • Quota sampling

It is just the opposite of a random method. The researcher is clear with the number of people and key factors to select.

  • Snowball Sampling

With this approach, people recruited to be part of a sample are asked to invite those they know to take part, who are then asked to invite their friends and family, and so on.

QuestionPro offers the most powerful online survey software on the market, choosing sample method, sample size, and survey length. This Survey software allows you to choose from various sample methods.

One of the most important aspects of conducting a survey is making sure that a given sample is representative of the entire population. It is critical to recruiting respondents that accurately represent the core demographics of your target population. With every QuestionPro survey, you can conduct a questionnaire analysis to ensure that your survey sample is representative of your target population.


In conclusion, it can be said that using a sample in research saves mainly money and time; if a suitable sampling strategy is used, appropriate sample size is selected. Necessary precautions are taken to reduce sampling and measurement errors, and then a sample should yield valid and reliable information.


Authors: Sanket Revadekar and Shailesh Jadhav