4.7 Non-probability sampling methods: Convenience sampling

Used widely in qualitative research, non-probability sampling techniques are not grounded in statistical theory, and are not meant to be used to make inferences about the general population.

In the case of convenience sampling, respondents are selected based on ease of access.  Someone using this technique might reach out to friends, neighbors, and co-workers, for instance.  This kind of sampling is biased, as the researcher may subconsciously select certain types of respondents while neglecting others. Sometimes, people who volunteer to participate in your study may not be the most appropriate respondents.