FACT SHEET

Remember:
The two types of Citation: In-Text Citation and Referencing List
The three sections of RRL: Introduction, Main Body and Conclusion
Good Characteristics of a good RRL: Honesty, Objectivity, Integrity, Carefulness and Openness
Two Types of Research Design: Quantitative and Qualitative Research Design
Sampling Methods – Types, Techniques and Examples
Sampling is a critical process in research, allowing researchers to draw conclusions about a
larger population by examining a smaller, manageable subset. Sampling methods are essential
for producing reliable, representative data without needing to survey an entire population. This
guide covers various types of sampling methods, key techniques, and practical examples to
help you select the most suitable method for your research.
Sampling is the process of selecting a subset of individuals or items from a larger population to
make inferences about that population. Researchers use sampling to collect data more
efficiently and to generalize findings to the entire group without surveying everyone.
Key Objectives of Sampling:
1. Reduce Costs and Time: Sampling allows for efficient data collection by focusing on a
representative subset.
2. Improve Accuracy: Smaller, well-designed samples can lead to more accurate, focused
data collection.
3. Ensure Representativeness: By carefully selecting a sample, researchers can ensure
that the findings are relevant to the larger population.
Types of Sampling Methods
Sampling methods can be broadly classified into two categories: probability
sampling and non-probability sampling.
1. Probability Sampling
In probability sampling, every individual or item in the population has a known, non-zero chance
of being selected. This type of sampling is often used when researchers aim for unbiased,
generalizable results.
Examples of Probability Sampling:
 Simple random sampling
 Stratified sampling
 Systematic sampling
 Cluster sampling
Techniques and Examples for Each Sampling Method
Probability Sampling Techniques
1. Simple Random Sampling
 Technique: Everyone in the population has an equal chance of being selected.
Researchers use random number generators or random selection tools to
choose participants.
 Example: A school administrator randomly selects 50 students from a list of all
students to survey about cafeteria satisfaction.
2. Stratified Sampling
 Technique: The population is divided into subgroups (strata) based on a
characteristic (e.g., age, gender), and random samples are taken from each
subgroup.
 Example: In a study on employee satisfaction, researchers divide employees
into departments (e.g., sales, HR, finance) and randomly select employees from
each department.
3. Systematic Sampling
 Technique: A starting point is randomly selected, and then every kth individual is
chosen from a list. This method is often used when there’s a fixed pattern or
order in the population list.
 Example: A researcher wants to survey a population of 1,000 people and
decides to select every 10th person on a sorted list after a random start.
4. Cluster Sampling
 Technique: The population is divided into clusters (groups) that are randomly
selected. All individuals within selected clusters are then included in the sample.
 Example: In a national health study, a researcher randomly selects specific cities
(clusters) and surveys all residents within those cities.
 Example: In a study on the effects of leadership training, a researcher selects
participants who hold managerial positions to gain insights specific to leaders.
When to Use Each Sampling Method
1. Simple Random Sampling: Use when you need a fully representative sample,
especially if the population is homogeneous and a sampling frame is available.
2. Stratified Sampling: Best when studying specific subgroups within a population, as it
ensures representation across key characteristics.
3. Systematic Sampling: Suitable when you have a large population list and need a
simple yet systematic approach, especially if the list has no inherent order.
 4. Cluster Sampling: Useful for large, geographically dispersed populations; ideal when
it’s impractical to survey individuals directly.
5. Convenience Sampling: Ideal for exploratory studies, pilot tests, or when time and
resources are limited.
6. Quota Sampling: Use when studying demographic or categorical diversity, especially
when you need specific representation within the sample.
7. Snowball Sampling: Ideal for reaching hidden, hard-to-reach, or marginalized
populations.
8. Purposive Sampling: Best when studying a specific, well-defined population or a
unique group that directly relates to the research question.
Advantages and Disadvantages of Each Method

Method Advantages Disadvantages

Simple Can be time-consuming and requires a

Ensures all subgroups are represented, good More complex and requires accurate subgroup
Stratified for diverse populations. identification.

Risk of hidden bias if the population has

Less precision, a higher margin of error due to

Conclusion
Sampling is a cornerstone of research design, allowing researchers to make informed
conclusions about populations through carefully selected samples. Whether using probability or
non-probability sampling, understanding each method’s strengths and limitations can help
researchers choose the best approach for their study. With well-chosen sampling methods,
researchers can collect reliable data, make meaningful inferences, and contribute valuable
insights to their fields.