SAMPLING

Methodology Section
● What type of research -quantitative/qualitative
● What research design- descriptive, causal comparative,
correlational
● Describe participants
○ who they are- must match description in delimitation
○ how they will be selected (sampling method)
● Description of the setting
○ write a sentence or two about the setting
● Description of data collection instrument
○ identify what instrument you will use
○ the type and # of each type of item(e. g. 3 demographic/10
m/c & 7 likert scale)
● Description of data collection procedure
○ how will instrument be distributed
 CHAPTER OVERVIEW
• Populations and Samples

• Probability Sampling Strategies

• Nonprobability Sampling Strategies

• Sampling, Sample Size, and Sampling

Error
BASIC CONCEPTS

• Sample—a
representative subset
of the population

• Population—the entire
set of participants of
interest
• Sample Unit – each
individual selected for the
sample

• Sampling Frame – a list

of units in a population from
which a sample is selected.

• Generalizability—the
ability to infer population
characteristics based on the
sample
CHOOSING A REPRESENTATIVE SAMPLE

• Probability sampling (Quantitative)

– the likelihood of any member of the
population being selected is known
– Everyone has a chance to be selected
• Nonprobability sampling (Qualitative)
– the likelihood of any member of the
population being selected is unknown
PROBABILITY SAMPLING STRATEGIES
• Simple random sampling
– Each member of the
population has an equal
and independent chance of
being chosen

– The sample should be very

representative of the
population
Think of a Lottery!
 Simple Random Sample
• Each member of the sample is chosen at random.

• At its simplest, all the names of those in the population can

be put in a container and the sample selected by drawing
names one at a time. Selected names must be returned to
the container before the next name is drawn. OR

• Each member is assigned a number and a table of random

numbers can be used to select.
I’ve got
your
number!!
 CHOOSING A SIMPLE RANDOM SAMPLE
1. Jane 18. Steve 35. Fred
2. Bill 19. Sam 36. Mike
3. Harriet 20. Marvin 37. Doug 1. Define the population
4. Leni 21. Ed. T. 38. Ed M. 2. List all members of the
5. Micah 22. Jerry 39. Tom
6. Sara 23. Chitra 40. Mike G.
population
7. Terri 24. Clenna 41. Nathan 3. Assign numbers to each
8. Joan 25. Misty 42. Peggy member of the
9. Jim 26. Cindy 43. Heather
population
10. Terrill 27. Sy 44. Debbie
11. Susie 28. Phyllis 45. Cheryl 4. Use criterion to select a
12. Nona 29. Jerry 46. Wes sample
13. Doug 30. Harry 47. Genna
14. John S. 31. Dana 48. Ellie
15. Bruce A. 32. Bruce M. 49. Alex
16. Larry 33. Daphne 50. John D.
17. Bob 34. Phil
 USING A TABLE OF RANDOM NUMBERS

23157 48559 01837 25993

1. Select a starting point
05545 50430 10537 43508
2. The first two digit
14871 03650 32404 36223
number is 68 (not used)
38976 49751 94051 75853 3. The next number, 48, is
97312 17618 99755 30870 used
11742 69183 44339 47512
4. Continue until sample is
complete
43361 82859 11016 45623

93806 04338 38268 04491

49540 31181 08429 84187

36768 76233 37948 21569

 KEYS TO SUCCESS IN SIMPLE RANDOM
SAMPLING

• Distribution of numbers in table is random

• Members of population are listed randomly
• Selection criterion should not be related to
factor of interest!!
USING THE COMPUTER TO GENERATE
RANDOM SAMPLES
Those not selected have
a diagonal line through
the case (or record)
number.

There are ten

participants selected in
this example.

The example uses SPSS,

but any capable data
analysis tool can
produce a random
sample.
 Systematic Sampling
N- population
n- sample
• nth or kth value= N/n

• N=50 n=10

• nth/kth value = 50/10 =5

– close eyes to select a starting point on the list of
individuals in the population
– select every 5th person until you select the 10
participants needed
 SYSTEMATIC SAMPLING
1. Jane 18. Steve 35. Fred
2. Bill 19. Sam 36. Mike
3. Harriet 20. Marvin 37. Doug
4. Leni 21. Ed. T. 38. Ed M.
1. Divide the population by the
5. Micah 22. Jerry 39. Tom
6. Sara 23. Chitra 40. Mike G.
size of the desired sample:
7. Terri 24. Clenna 41. Nathan e.g., 50/10 = 5
8. Joan 25. Misty 42. Peggy
2. Select a starting point at
9. Jim 26. Cindy 43. Heather
random: e.g., 43 = Heather
10. Terrill 27. Sy 44. Debbie
11. Susie 28. Phyllis 45. Cheryl 3. Select every 5th name from
12. Nona 29. Jerry 46. Wes the starting point
13. Doug 30. Harry 47. Genna
14. John S. 31. Dana 48. Ellie
15. Bruce A. 32. Bruce M. 49. Alex
16. Larry 33. Daphne 50. John D.
17. Bob 34. Phil
 STRATIFIED SAMPLING
• The goal of sampling is to select
a sample that is representative
of the population
• But suppose—
– That people in the
population differ
systematically along some
characteristic?
– And this characteristic
relates to the factors being
studied?

• Then stratified sampling

is one solution
 Stratified Example
Strata- sub-groups in the population
• N=50 n=10
• sub-group- gender (stratifying variable is
gender)
• N= 30 F 20 M
• F= 30/50 M= 20/50
• F ⅗ * 10 = 6F
• M ⅖ *10 = 4M
The 6 F and 4 M can be selected using simple
random or systematic sampling
 STRATIFIED SAMPLING
The characteristic(s) of interest are identified (e.g.,
gender)
The individuals in the population are listed
separately according to their classification (e.g.,
females and males)
The proportional representation of each class is
determined (e.g., 40% females & 60% males)
A random sample is selected that reflects the
proportions in the population(e.g., 4 females & 6
males)
 CLUSTER SAMPLING
• Instead of randomly selecting
individuals
– Units (groups) of individuals
are identified
– A random sample of units is
then selected
– All individuals in each unit are
assigned to one of the
treatment conditions
• Units must be homogeneous in
order to avoid bias
 Cluster Example
Select groups of individuals
• 5 clusters exist and the researcher wants to
focus on only one cluster
– using the raffle method, the researcher puts all
five names of the cluster in a container and
selects one
– One stage- everyone in the cluster selected
becomes part of the sample
– Multi-stage- researcher needs to select a sample
from the cluster
 NONPROBABILITY SAMPLING
STRATEGIES
• Convenience sampling
– Captive or easily sampled population
– Not random
– Weak representativeness
• Quota sampling
– Proportional stratified sampling is desired but not possible
– Participants with the characteristic of interest are
non-randomly selected until a set quota is met
 Quota Sampling
• Quota sampling
– Proportional stratified sampling is desired but not possible
– Participants with the characteristic of interest are
non-randomly selected until a set
– you select a predetermined number or proportion of units
(quota), in a non-random manner
The Snowball Sample
1. Find a few people that are relevant to your
topic.
2. Ask them to refer you to more of them.
Purposive Sampling
• Purposive sampling, also known as judgmental
or selective sampling, is a form of
non-probability sampling in which researchers
rely on their own judgment when choosing
members of the population to participate in
their study.
• This sampling method requires researchers to
have prior knowledge about the purpose of
their studies so that they can properly choose
and approach eligible participants.
Summary of the
different types of
probability and
nonprobability
strategies
 SAMPLES, SAMPLE SIZE, AND
SAMPLING ERROR
• Sampling error = difference between
sample and population characteristics
• Reducing sampling error is the goal of any
sampling technique
• As sample size increases, sampling error
decreases
 HOW BIG IS BIG?
• The goal is to select a representative sample—
– Larger samples are usually more representative
– But larger samples are also more expensive
– And larger samples ignore the power of scientific
inference
 Choosing an Appropriate
Sample Size
• The larger the sample, the better.

• For smaller populations (N=100 or fewer), survey the

entire
population.

• If population is around 500, sample 50%.

• If population is around 1,500, sample 20%.

• If population is over 5,000, a sample size of 400 is fine.

• The larger the population, the smaller the percentage

needed for a representative sample.

Leedy & Ormrod

8-2
Practical Research: Planning and Design, 10e
© 2013 Pearson Education, Inc. All rights
9
reserved.
 ESTIMATING SAMPLE SIZE
• Generally, larger samples are needed when
– Variability within each group is great
– Differences between groups are smaller
• Because
– As a group becomes more diverse, more data points are needed
to represent the group
– As the difference between groups becomes smaller, more
participants are needed to reach “critical mass” to detect the
difference
THE END