In international marketing research, non-probability sampling methods are more frequently used than probability sampling methods.

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Non-probability sampling methods such as convenience sampling, judgmental sampling and quota sampling are often used in international marketing research due to the practical and cost limitations in obtaining representative samples. Probability sampling methods such as simple random sampling, systematic sampling and stratified sampling are less frequently used due to the complexity and expense involved in their implementation.

In International Marketing Research, Non-Probability Sampling Methods Are More Frequently