What is a quota sample?

A quota sample is a sampling method that is based on population segmentation, which involves dividing a population into subgroups or segments and then selecting samples from each of these segments in a way that reflects their proportions within the broader population. This approach ensures that the sample represents different characteristics of the population, such as age, gender, income levels, or other relevant demographics. It allows researchers to gather data that is more representative and helps to ensure that certain key characteristics are included in the sample, which can lead to more accurate and relevant findings.

This method is particularly useful when researchers want to ensure that specific subgroups are adequately represented, especially in markets with diverse populations. By specifically targeting various segments, a quota sample offers insights that might not be captured in a purely random sample, where some segments may be underrepresented or overrepresented by chance. This method balances both representativeness and practicality, making it a popular choice in various fields of research.