University of Central Florida (UCF) MAR3611 Marketing Analysis and Research Methods Midterm Practice Exam

Purposive sampling is a non-probability sampling method where researchers intentionally select individuals who possess specific attributes or characteristics relevant to the research study. This approach allows researchers to gather in-depth insights and information from participants who are most likely to provide the data needed to answer the research question effectively. By focusing on individuals with certain traits or experiences, purposive sampling enhances the relevance and richness of the data collected, making it particularly useful in qualitative research where understanding context and nuance is critical.

In contrast, random selection seeks to give each member of the population an equal chance of being chosen, ensuring the sample's representativeness. Studying a diverse population broadly encompasses a variety of backgrounds without targeting specific characteristics. Sampling based on convenience tends to prioritize easy access to participants rather than their relevance to the research questions. These other methods do not align with purposive sampling’s aim of gathering focused, relevant insights by strategically selecting participants based on their specific attributes.