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Essay from the year 2004 in the subject English Language and Literature Studies - Literature, grade: A+, University of Bedfordshire (Luton Business School), 4 entries in the bibliography, language: English, abstract: When we carry out surveys we can not include everyone who belongs to the research group. That is why we select a portion of the group and assume this portion applies equally to others of the group. Mainly two groups of research techniques are used in the social research, namely probability sampling and non-probability sampling. To the group of probability sampling belongs random sampling, systematic sampling, stratified sampling, quota sampling, cluster sampling and multi-stage sampling. They rely on the idea that the researcher has some notion the chosen sample represents the whole of the selection. Included in the group of non-probability sampling are purpose sampling, snowball sampling, theoretical sampling and convenience sampling, basically it means we do not have enough information for the samples to represent a particular portion.