AWARENESS AND UNDERSTANDING OF NON-PROBABILITY SAMPLING METHOD

Non-probability sampling has become increasingly utilized in research due to its practicality and adaptability, particularly in exploratory and qualitative studies. Despite its widespread use, varying levels of awareness and understanding among researchers continue to influence the rigor and validity of research outputs. This study aimed to synthesize existing literature on the awareness and conceptual understanding of non-probability sampling methods in research practice. This study employed a literature review design, systematically examining peer-reviewed articles, methodological papers, and academic sources discussing non-probability sampling. Relevant literature was analyzed to identify patterns in researchers’ knowledge, application, and perceptions of non-probability sampling techniques such as purposive, convenience, quota, and snowball sampling. Findings reveal that non-probability sampling is widely recognized as a non-random technique where not all population members have equal chances of selection. The literature indicates moderate awareness among researchers regarding its applications, particularly in qualitative and exploratory studies where accessibility and feasibility are prioritized. However, gaps persist in understanding its limitations, including issues of sampling bias and limited generalizability. While researchers appreciate its cost-effectiveness and efficiency, misconceptions about its methodological rigor remain evident. The review underscores the need to strengthen methodological literacy among researchers to ensure appropriate use of non-probability sampling. Enhancing awareness through research education and training can mitigate biases and improve study credibility. Integrating clear justification and transparency in sampling decisions is essential in advancing the quality of research employing non-probability methods.