State advantages and disadvantages of Quota sampling

These quotas are assigned in a way that there remains resemblance between quotas and populations with respect to characteristics of interest. Quota sampling is also viewed as a two-stage restricted judgement sampling. In first stage restricted categories are built as discussed above and in second stage respondents are selected on the foundation of convenience of judgement of researcher. This procedure is used quite frequently in marketing research as it's easier to manage in comparison to stratified cluster or random sampling. Quota sampling is frequently termed as the most refined form of nonprobability sampling. It also eliminates or reduces selection bias on the part of field workers that is strongly present in convenience sampling. Though, being a nonprobability method it has drawbacks in terms of generalizability and representativeness of findings to a larger population.