(1) Saves time and money: Sampling facilitates primary data collection easily / quickly and with less cost. It is time saving and economical method of survey for data collection.
(2) Provides reliable data: The conclusions drawn from the sample survey are reliable, accurate and also applicable to the whole population/universe. Sampling has no adverse effect on the quality of data collected. It gives quality results with lesser volume of work.
(3) Scientific base: The concept of sampling has scientific backing as it is based on the law of statistical regularity and the law of inertia of large numbers.
(4) Facilitates better supervision on data collection: Sampling method is restricted to limited number of respondents. Naturally effective monitoring and supervision on the data collection work is possible. This improves the quality of data collected.
A sample survey is a better alternative to the census or complete investigation, which is lengthy and also costly. For example, census reports are published by the Government two or three years after the collection of data. However, survey reports (based on samples) can be prepared and published within a few months. Thus, sampling is widely used methodology in MR. It is one vital element of research design.
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