Sampling where the interviewer talks to the most accessible section of the population, ie, shoppers willing to stop and be interviewed. This is not random sampling. This is also known as Accidental Sampling. Here the researcher cannot scientifically make generalisations about the total population from this research as it would not be a conclusive representation. This type of Market Research usually targets people who are convenient to the study and not adverse or alien to the subject, therefore a broader more comprehensive study is deemed necessary to calculate a conclusive database.

See also:
Sampling
Market Research