Which sampling technique relies on the judgment of the researcher to select subjects?

Prepare for the Comprehensive Marketing Research, Data Collection, and Positioning Strategies Exam. Utilize flashcards and multiple choice questions with detailed explanations to enhance your understanding and readiness for the test.

Judgment Sampling, also known as purposive sampling, is a technique where the researcher uses their judgment to select subjects that are believed to be most representative of the population being studied or that possess certain characteristics that are necessary for the research. This method allows the researcher to leverage their expertise and knowledge of the subject matter to identify participants who are likely to provide valuable insights.

This sampling technique is particularly useful in qualitative research where the goal is to gain deeper understanding rather than to generalize findings to a larger population. The researcher may select individuals based on specific criteria or characteristics that are important for the particular study. By utilizing their expert judgment, the researcher can ensure that the sample includes subjects who are most relevant and informative for the research question.

In contrast, other methods such as quota sampling, simple random sampling, and convenience sampling do not primarily depend on the researcher’s judgment to the same extent. Quota sampling involves creating subgroups and filling quotas rather than focusing solely on the researcher’s discretion. Simple random sampling ensures that every member of the population has an equal chance of being selected, eliminating bias. Convenience sampling relies on selecting subjects who are easily accessible to the researcher. These differences highlight why Judgment Sampling is the most appropriate choice when considering a sampling technique that

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