Sample and Sampling Designs
Sample and Sampling Designs
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CHAPTER – 7
Sampling With and Without Replacement: Sampling schemes may be without replacement ('WOR' -
no element can be selected more than once in the same sample) or with replacement ('WR' - an
element may appear multiple times in the one sample). For example, if we catch fish, measure them,
and immediately return them to the water before continuing with the sample, this is a WR design,
because we might end up catching and measuring the same fish more than once. However, if we do
not return the fish to the water (e.g. if we eat the fish), this becomes a WOR design.
Sample Design: Sample design refers to the plans and methods to be followed in selecting sample
from the target population and the estimation technique formula for computing the sample
statistics. These statistics are the estimates used to infer the population parameters.
of elements of the population (preferably the entire population) with appropriate contact
information. A sampling frame may be a telephone book, a city directory, an employee roster, a
listing of all students attending a university, or a list of all possible phone numbers.
Sampling Unit: A sampling unit is a basic unit that contains a single element or a group of elements of
the population to be sampled. The sampling unit selected is often dependent upon the sampling
frame. If a relatively complete and accurate listing of elements is available (e.g. register of
purchasing agents) one may well want to sample them directly. If no such register is available, one
may need to sample companies as the basic sampling unit.
Sampling Method: The sampling method outlines the way in which the sample units are to be
selected. The choice of the sampling method is influenced by the objectives of the research,
availability of financial resources, time constraints, and the nature of the problem to be
investigated. All sampling methods can be grouped under two distinct heads, that is, probability and
non-probability sampling.
Sample Size: The sample size calculation depends primarily on the type of sampling designs used.
However, for all sampling designs, the estimates for the expected sample characteristics (e.g. mean,
proportion or total) desired level of certainty, and the level of precision must be clearly specified in
advanced. The statement of the precision desired might be made by giving the amount of error that
we are willing to tolerate in the resulting estimates. Common levels of precisions are 5% and 10%.
Sampling Plan: In this step, the specifications and decisions regarding the implementation of the
research process are outlined. As the interviewers and their co-workers will be on field duty of
most of the time, a proper specification of the sampling plans would make their work easy and they
would not have to reverting operational problems.
Select the Sample: The final step in the sampling process is the actual selection of the sample
elements. This requires a substantial amount of office and fieldwork, particularly if personal
interviews are involved.
There are two basic approaches to sampling: Probability Sampling and Non-probability Sampling.
7.4.1 PROBABILITY SAMPLING
Probability sampling is also known as random sampling or chance sampling. In this, sample is taken in
such a manner that each and every unit of the population has an equal and positive chance of being
selected. In this way, it is ensured that the sample would truly represent the overall
population. Probability sampling can be achieved by random selection of the sample among all the
units of the population.
Major random sampling procedures are -
Simple Random Sample
Systematic Random Sample
Stratified Random Sample, and
Cluster/ Multistage Sample.
Simple Random Sample: For this, each member of the population is numbered. Then, a given size of
the sample is drawn with the help of a random number chart. The other way is to do a lottery. Write
all the numbers on small, uniform pieces of paper, fold the papers, put them in a container and take
out the required lot in a random manner from the container as is done in the kitty parties. It is
relatively simple to implement but the final sample may miss out small sub groups.
Advantages: The sample will be free from Bias (i.e. it’s random!).
Disadvantages: Difficult to obtain.
Due to its very randomness, “freak” results can sometimes be obtained that are
not representative of the population. In addition, these freak results may be
difficult to spot. Increasing the sample size is the best way to eradicate this
problem.
Systematic Random Sample: It also requires numbering the
entire population. Then every nth number (say every 5th or 10th
number, as the case may be) is selected to constitute the sample.
It is easier and more likely to represent different subgroups.
Advantages: Can eliminate other sources of bias.
Disadvantages: Can introduce bias where the pattern used for the samples coincides with a
pattern in the population.
Stratified Random Sample: At first, the population is first divided into Women Men
groups or strata each of which is homogeneous with respect to the given
characteristic feature. From each strata, then, samples are drawn at
random. This is called stratified random sampling. For example, with
respect to the level of socio-economic status, the population may first be
grouped in such strata as high, middle, low and very low socio-economic
levels as per pre-determined criteria, and random sample drawn from each
group.
The sample size for each sub-group can be fixed to get representative sample. This way, it is
possible that different categories in the population are fairly represented in the sample, which
could have been left out otherwise in simple random sample.
Advantages: Yields more accurate results than simple random sampling.
Can show different tendencies within each category (e.g. men and women).
Primary Area
The advantage is that it
needs detailed sampling
frame for selected
clusters only rather
than for the entire
target area. There are Chunk Sample Location
savings in travel costs
and time as well.
However, there is a
risk of missing on
important sub-groups
Segment Housing Unit
and not having complete
representation of the
target population.
Advantages: Less expensive and time consuming than a fully random sample.
Can show ‘regional’ variations.
Disadvantages: Not a genuine random sample.
Likely to yield a biased result (especially if only a few clusters are sampled).
Maximum Variation Sampling: Aims at capturing the central themes that cut across participant
variations. e.g. persons of different age, gender, religion and marital status in an area protesting
against child marriage.
Homogeneous Sampling: Picks up a small sample with similar characteristics to describe some
particular sub-group in depth. e.g. firewood cutters or snake charmers or bonded laborers.
Typical Case Sampling: Uses one or more typical cases (individuals, families / households) to provide
a local profile. The typical cases are carefully selected with the co-operation of the local people/
extension workers.
Critical Case Sampling: Looks for critical cases that can make a point quite dramatically. e.g. farmers
who have set up an unusually high yield record of a crop.
Chain Sampling: Begins by asking people, ‘who knows a lot about ________’. By asking a number of
people, you can identify specific kinds of cases e.g. critical, typical, extreme etc.
Criterion Sampling: Reviews and studies cases that meet some pre-set criterion of importance e.g.
farming households where women take the decisions.
In short, purposive sampling is best used with small numbers of individuals/groups which may well be
sufficient for understanding human perceptions, problems, needs, behaviors and contexts, which are
the main justification for a qualitative audience research.
Snowball Sampling: Snowball sampling is a method in which a researcher identifies one member of
some population of interest, speaks to him/her, and then asks that person to identify others in the
population that the researcher might speak to.
This person is then asked to refer the researcher
Snowball Sampling
to yet another person, and so on. This sampling
technique is used against low incidence or rare
populations. Sampling is a big problem in this case,
as the defined population from which the sample
can be drawn is not available. Therefore, the
process sampling depends on the chain system of
referrals. Although small sample sizes and low costs
are the clear advantages of snowball sampling, bias
is one of its disadvantages. The referral names
obtained from those sampled in the initial stages
may be similar to those initially sampled.
Therefore, the sample may not represent a cross-section of the total population. It may also happen
that visitors to the site or interviewers may refuse to disclose the names of those whom they know.
Some Other Sampling Methods -
Matched Random Sampling: A method of assigning participants to groups in which pairs of
participants are first matched on some characteristic and then individually assigned randomly to
groups. The Procedure for Matched random sampling can be briefed with the following contexts- (a)
Two samples in which the members are clearly paired, or are matched explicitly by the researcher.
For example, IQ measurements or pairs of identical twins. (b) Those samples in which the same
attribute, or variable, is measured twice on each subject, under different circumstances. Commonly
called repeated measures.
Mechanical Sampling: Mechanical sampling is typically used in sampling solids, liquids and gases, using
devices such as grabs, scoops; thief probes etc. Care is needed in ensuring that the sample is
representative of the frame.
Line-intercept Sampling: Line-intercept sampling is a method of sampling elements in a region
whereby an element is sampled if a chosen line segment, called a ‘transect’, intersects the element.
Panel Sampling: Panel sampling is the method of first selecting a group of participants through a
random sampling method and then asking that group for the same information again several times
over a period of time. Therefore, each participant is given the same survey or interview at two or
more time points; each period of data collection is called a ‘wave’. This sampling methodology is often
chosen for large scale or nation-wide studies in order to gauge changes in the population with regard
to any number of variables from chronic illness to job stress to weekly food expenditures. Panel
sampling can also be used to inform researchers about within-person health changes due to age or
help explain changes in continuous dependent variables such as spousal interaction.
Rank Sampling: A non-probability sample is drawn and ranked. The highest value is chosen as the
first value of the targeted sample. Another sample is drawn and ranked, the second highest value is
chosen for the targeted sample. The process is repeated until the lowest value of the targeted
sample is chosen. This sampling method can be used in forestry to measure the average diameter of
the trees.
Voluntary Sample: A voluntary sample is made up of people who self-select into the survey. Often,
these folks have a strong interest in the main topic of the survey. Suppose, for example, that a news
show asks viewers to participate in an on-line poll. This would be a volunteer sample. The sample is
chosen by the viewers, not by the survey administrator.
Two major types of non-response exist: unit non-response (referring to lack of completion of any
part of the survey) and item non-response (submission or participation in survey but failing to
complete one or more components/questions of the survey). In survey sampling, many of the
individuals identified as part of the sample may be unwilling to participate, not have the time to
participate (opportunity cost), or survey administrators may not have been able to contact them. In
this case, there is a risk of differences, between respondents and non-respondents, leading to
biased estimates of population parameters. This is often addressed by improving survey design,
offering incentives, and conducting follow-up studies which make a repeated attempt to contact the
unresponsive and to characterize their similarities and differences with the rest of the frame. The
effects can also be mitigated by weighting the data when population benchmarks are available or by
imputing data based on answers to other questions.
Non-response is particularly a problem in internet sampling. Reasons for this problem include
improperly designed surveys, over-surveying (or survey fatigue), and the fact that potential
participants hold multiple e-mail addresses, which they don’t use anymore or don’t check regularly.
Bias Due to Measurement Error: A poor measurement process can also lead to bias. In survey
research, the measurement process includes the environment in which the survey is conducted, the
way that questions are asked, and the state of the survey respondent. Response bias refers to the
bias that results from problems in the measurement process. Some examples of response bias are
given below.
Leading questions: The wording of the question may be loaded in some way to unduly favor one
response over another. For example, a satisfaction survey may ask the respondent to indicate where
she is satisfied, dissatisfied, or very dissatisfied. By giving the respondent one response option to
express satisfaction and two response options to express dissatisfaction, this survey question is
biased toward getting a dissatisfied response.
Social desirability: Most people like to present themselves in a favorable light, so they will be
reluctant to admit to unsavory attitudes or illegal activities in a survey, particularly if survey results
are not confidential. Instead, their responses may be biased toward what they believe is socially
desirable.
Increasing the sample size tends to reduce the sampling error; that is, it makes the sample statistic
less variable. However, increasing sample size does not affect survey bias. A large sample size
cannot correct for the methodological problems (under-coverage, non-response bias, etc.) that
produce survey bias.
Z 2 2
n
e2
Where n is the first approximation of the sample size.
B. For Finite Population
In case of finite population the confidence interval for µ is given by -
X Z n ( n ) ( 1)
Where, ( n ) ( 1) is the finite population multiplier and all other terms mean the same thing
as stated above.
If the precision is taken as equal to 'e', then we have
e Z n ( n ) ( 1)
or , e 2 Z 2 2 n ( N n ) /( N 1 )
or , ( N 1 ) e 2 Z 2 2 ( Z 2 2 N ) n
Z 2 2
n
( N 1) e 2 Z 2 2
Example-7.1: Determine the size of the sample for estimating the per capita income for the universe with N=5000 on the
basis of the following information:
1. The standard deviation of per capita income on the basis of past records = 0.75.
2. The estimate should be within 5% error of the true income with 95% confidence level. Will there be a change in the
size of the sample if we assume infinite population in the given case? If so, explain by how much?
Solution: In the given problem we have the following-
N=5000, σ = 0.75, e = 0.05, Z= 1.96
The sample size can be worked out as under-
Z 2 2
n
( N 1)e 2 Z 2
2
n 737
But if we take population to be infinite, the sample size will be worked out as under-
Z 2 2
n
e2
(1 .96 ) 2 ( 0 .75 ) 2
( 0 . 05 ) 2
864
Thus, in case of infinite population the sample size becomes larger.
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