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Table 7 Sampling Methods Convenience sampling is the most widely used sampling method whereas systematic sampling, simple random sampling and cluster sampling are also used rarely in marketing publications. Besides, census is used in three of 172 research based studies instead of sampling. In the study of Kolbe and Bumett [14], a content analysis research, the majority of samples used are also classified as convenience samples. On the other hand, systematic sampling are found more frequently among other probability samples such as proportionate, simple random and stratified sampling in their study. Although snowball and judgmental sampling methods were not used in the past, only three studies have these sampling this year [11].
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