Research Tips

Quota Samples

In a quota sample, minimum quotas are set for the number of respondents within various groups (e.g., men and women) being targeted in the research. As with stratified random samples, the idea is that there is some reason to believe that the groups may differ from one another in terms of whatever is being measured and so it’s important to include respondents from all groups. However, unlike stratified random samples, quota samples are non-probability samples. This means that while the use of quotas ensures that at least some members from each group are included, they will not necessarily be representative of all members of their group. For example, setting a quota of 200 men and 200 women for a research project involving intercept interviews conducted at a shopping mall would ensure that both men and women participated, but it wouldn’t ensure that the men and women interviewed are representative of all men and all women, or even all men and women who live in that area or shop at that mall.