![]() ![]() There are a number of disadvantages of using simple random sampling in quantitative market research as follows: It also works as the basis for other probability sampling methods (Encyclopaedia Britannica, 2020).Īnother advantage is that this method is easy to assess sampling error. It is usually easy to use, particularly when the size of the target population is small. Simple random sampling is less complicated compared to many other sampling methods. As the researchers select potential respondents very randomly, each individual has the same chance of being selected. Unlike other sampling methods, simple random sampling is bias and prejudice free however, the condition is that it must be applied appropriately. There are a number of advantages of using simple random sampling in quantitative market research as follows: It is also sometimes simply called random sampling. It is where every member of the population has an equal probability (chance) of being selected. Simple random sampling involves selecting the sample at random from the sampling frame using either random number or a computer (Saunders et al., 2007). Like all other research tools, simple random sampling has its advantages and disadvantages. Sampling is a key part of any research, and many quantitative researchers use simple random sampling for the purpose of data collection. This article aims to identify and explain some of the advantages and disadvantages of simple random sampling. ![]() Advantages and disadvantages of simple random sampling ![]()
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