Opportunity Sampling: Advantages and Disadvantages

Last time, we saw that opportunity sampling is…

Last time, we saw that opportunity sampling is when the researcher

approaches members of the population who are willing and available to be participants

Opportunity sampling is when a researcher approaches members of the population who are willing and available to be participants.

Like Sean, who waits outside Sainsburys and approaches people to ask what they bought!

Now, hundreds and hundreds of people go to Sean’s local Sainsbury’s every day. So after a couple hours standing by the door, Sean has loads of participants!

So, a pro of opportunity sampling is it’s a quick and easy way to get participants

However, Sean chose to conduct his opportunity sampling on a Tuesday morning. This means that his sample didn’t include many children, who were all at school – or full-time workers who were all at work!

Instead, his sample only included the people who go to Sainsburys in the middle of a work day – like old people or unemployed people.

Because Sean chose to sample on Tuesday at 11am, his sample is not representative of all Sainsbury’s customers, which is the population he’s trying to study.

But what if he just decided to go to Sainsbury’s during the evening instead? Well, his sample will now include all the adults who shop on their way home from work 🙂 …but now the sample won’t include the old people who are all at home, or anyone who works evenings! So it still won’t be representative of the whole population. 

So, a con of opportunity sampling is that the sample won’t be very representative of the population.

No matter where or when you do opportunity sampling, some members of the population are more likely to be willing and available to be participants!

For instance, most psychology studies take place on university campuses. 

So when researchers use opportunity sampling they usually end up with a  sample that’s made up entirely of young students, which is not representative of the entire population.

So, in summary, The pro of opportunity sampling is that it’s a quick and easy way to sample participants!

However, The con of opportunity sampling is that the sample won’t be very representative of the population.

And this is because some members of the population are more likely to be willing and available to be participants on the day!