What is a judgement sample?
- Content Type:
- Glossary
Judgment Sample Definition
A sample containing certain types of respondents, who are selected on the basis of the judgment that their attitudes or behavior will be representative of the population.
A judgment sample in marketing research is a sample containing certain types of respondents selected on the basis of a researcher’s judgment that their attitudes or behavior will be representative of the population. The sample is not guaranteed to be representative, but it is assumed to be based on the researcher’s expert judgment. This sampling technique involves selecting individuals or elements for a study based on the researcher's judgment or expertise. This is the opposite of random sampling, in which every member of the population has an equal chance of being selected. Judgment sampling relies on the researcher's subjective judgment to choose participants they believe are most relevant to the research objectives.
The importance of judgment sampling is that it can provide quick access to insights from individuals who possess specialized knowledge or experience. It's particularly useful when researching niche markets, emerging trends or complex topics where expert opinions are crucial. That said, the subjective selection process called for in judgment samples may end up leading to results that might not be as representative as those obtained through random sampling. Researchers should consider the trade-offs between convenience and potential bias when using judgment sampling.
Who relies on judgment sampling?
Judgment sampling can be used in situations in which research objectives are highly specialized or when the population of interest is small and difficult to access. Researchers, including those with industry knowledge or expertise, use judgment sampling to handpick participants who are considered representative or knowledgeable about the specific topic being studied.
Why should I care about judgment sampling?
Judgment sampling allows researchers to quickly gather insights from individuals who are considered experts or influential within an industry. That said, it's essential to be aware of the limitations of judgment sampling, as the subjective nature of selection could introduce bias and affect the generalizability of findings.