What is the goal of quota sampling?

Quota sampling aims to represent specific characteristics or traits in the sample in the same proportion as they occur in the larger population. This sampling technique is particularly useful when researchers want to ensure that certain subgroups within a population are included adequately, aligning the sample's composition with the characteristics of the entire population. By establishing quotas for these characteristics—such as age, gender, income, or other relevant factors—researchers can ensure that their sample mirrors the population's diversity regarding those traits.

This approach contrasts with random sampling, where each individual has an equal chance of selection, and focuses specifically on maintaining the proportionate representation of selected characteristics rather than randomness. The goal is not just to create a diverse group or ensure randomness but to purposefully include individuals from specific segments of the population to accurately reflect their prevalence. This enhances the relevance and applicability of the research findings to the broader context from which the sample is drawn.