If the probability is stronger i.e. near 1, a company can use probability rather than conducting research study. This means that the overall success rate has to be checked as to whether the firms were successful in achieving the results purely based on probability rather than conducting the research study.
The basic difference between probability and non-probability based sampling is the fact that in probability sampling, each sample has an equal chance to be selected wherein in non-probability based sampling; every sample can be taken on the discretion of the researcher. For example, choosing any student from the class is probability based sampling whereas choosing Mr. A from the whole class is non-probability based