Criterion Sampling

Criterion sampling is the process of identifying data samples based on a particular criteria or importance predetermined by the researcher conducting the study. The sampling method helps identify weaknesses and areas for improvement so that the system can be revised to attain better results.

A data sample is tested to identify and separate the data points that show a reluctance or weakness in the case involved; based on their study, the researcher reaches an outcome, and further decision-making is processed. It helps people understand the viewpoint of others and the needs of the sample population.

Criterion sampling is the basic concept of predetermining criteria or requirements and then testing the initial sample for them; the sample that fits the criteria bracket is taken into consideration, while the one without the underlying requirement is discarded. The sampling technique helps narrow down the sample size and focus only on the sample that fits the model.

Criterion sampling is prominent in qualitative research because it helps in phenomenology-based studies by helping the researcher focus and reach a particular set of samples using qualitative representation. In other fields, it is commonly used to detect the weakness in the sample and then focus solely on it for improvement. The sample collected with criterion sampling helps in making better decisions based on the outcome.

It is possible that a researcher starts with a large initial sample and then sets criteria to eliminate an unrequired sample and then, with the sample that fits the criteria, again sets another requirement bracket and again narrows it down to a smaller sample size basically repetitively testing the sample to new criteria. Such sampling is standard in business, manufacturing, finance, and medical research analysis.

Below are two examples to help you understand the concept better.

Example #1

Suppose a finance professor decided to give a lecture to 90 students about stock market investing. To gather feedback on his performance, he prepared a questionnaire for the students to rate him from 1 to 5 on communication techniques, knowledge, information delivery, and public speaking skills. After the lecture, the professor asked everyone to fill out the questionnaire, believing that responses from a group of 30 to 40 people would provide a clear understanding of the students' perspectives.

According to the questionnaire results, 36 students rated their public speaking skills as average or below average. This feedback helped the professor identify his weakness in public speaking. This is an example of criterion sampling, where the professor had predetermined criteria (public speaking skills) and used the feedback to focus on specific areas for improvement.

Example #2

Suppose a marketing researcher is conducting a study on customer satisfaction for a new product launch. She designs a survey with questions focusing on various aspects such as product quality, ease of use, customer service, and overall satisfaction. She decided to distribute the survey to 200 customers who have used the product for at least a month to ensure they have enough experience to provide meaningful feedback.

After collecting the responses, the researcher focuses on the answers related to product quality. She noticed that 45 customers rated the product quality as poor or very poor. This targeted feedback allows her to identify specific issues with the product that need improvement. By using criterion sampling, the researcher can concentrate on the critical area of product quality and make informed decisions to enhance the product based on customer input.

The advantages of criterion sampling are –

• Criterion sampling helps in isolating data based on specific criteria from the primary sample. This targeted approach allows researchers to focus on relevant data points that meet the predetermined conditions.
• This method is effective in pinpointing weaknesses and areas for improvement within a study. By examining data that meets the set criteria, researchers can identify specific aspects that need attention.
• The outcomes of criterion sampling provide valuable insights that can guide better decision-making for companies, individuals, or entities. It ensures that decisions are based on relevant and focused data.
• Criterion sampling eliminates unnecessary data, enabling researchers to concentrate only on samples that fit the established criteria. This data streamlining helps manage and analyze information more efficiently.

The disadvantages of criterion sampling are –

• An initial sample is necessary to separate data according to the criteria. This requirement can add an extra step to the research process.
• This sampling method is susceptible to bias, as it relies on predetermined criteria that may reflect the researcher's subjective judgment. It is often used in phenomenological research, where bias can influence outcomes.
• Qualitative data often needs to be converted into quantitative data for analysis. This conversion can be complex and may affect the integrity of the original qualitative insights.