SAMPLING METHODS

LEARNING OBJECTIVES

• Learn the reasons for sampling

• Develop an understanding about different
sampling methods
• Identify the target population and sampling
unit
• Distinguish between probability & non
probability sampling
• Discuss the relative advantages &
disadvantages of each sampling methods

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“Research is an organized and systematic
way of finding answers to questions”
 Important Components of Empirical Research

• Problem statement, research questions,

purposes, benefits
• Theory, assumptions, background literature
• Variables and hypotheses
• Operational definitions and measurement
• Research design and methodology
• Instrumentation, sampling
• Data analysis
• Conclusions, interpretations, recommendations

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 SAMPLING

• A sample is “a smaller (but hopefully

representative) collection of units from a
population used to determine truths about that
population” (Field, 2005)
• Why sample?
– Resources (time, money) and workload
– Can do a better job of data collection
– Gives results with known accuracy that can be
calculated mathematically
• The sampling frame is the list from which the
potential respondents are drawn
– Registrar’s office
– Class rosters
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 SAMPLING

• 3 factors that influence sample

representativeness
• Sampling procedure
• Sample size
• Participation (response)

• When might you sample the entire

population?
• When your population is very small
• When you have extensive resources
• When you don’t expect a very high
response
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 SAMPLING
The sampling process comprises several stages:
• Defining the population of concern
• Specifying a sampling frame, a set of items or
events possible to measure, List of all the
sampling units from which sample is drawn
• Specifying the sampling unit,the smallest unit
from which sample can be selected
• Specifying a sampling method
• Determining the sample size
• Implementing the sampling plan
• Sampling and data collecting
• Reviewing the sampling process
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 Types of Samples
• Probability (Random) Samples
• Simple random sample
– Systematic random sample
– Stratified random sample
– Cluster sample
– Multistage sample
• Non-Probability Samples
– Convenience sample
– Purposive sample
– Quota
 PROBABILITY SAMPLING

• A probability sampling scheme is one in which

every unit in the population has equal chance of
being selected in the sample, and this probability
can be accurately determined.

• . When every element in the population does

have the same probability of selection, this is
known as an 'equal probability of selection'
(EPS) design. Such designs are also referred to
as 'self-weighting' because all sampled units are
given the same weight.
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 PROBABILITY SAMPLING

• Simple Random Sampling

• Systematic Sampling
• Stratified Random Sampling,
• Cluster Sampling
• Multistage Sampling

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 NON PROBABILITY SAMPLING
• Any sampling method where some elements of
population have no chance of selection (these are
sometimes referred to as 'out of
coverage'/'undercovered'), unequal chances or
where the probability of selection can't be
accurately determined. It involves the selection of
elements based on assumptions regarding the
population of interest, which forms the criteria for
selection.

• Example: We visit every household in a given

street, and interview the first person to answer
the door. In any household with more than one
occupant, this is a nonprobability sample.

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 NON-PROBABILITY SAMPLING

• Convenience Sampling
• Purposive Sampling
• Quota Sampling

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 SIMPLE RANDOM SAMPLING
• Applicable when population is small, homogeneous
& readily available
• All subsets of the frame are given an equal
probability. Each element of the frame thus has an
equal probability of selection.
• It provides for greatest number of possible
samples. This is done by assigning a number to
each unit in the sampling frame.
• A table of random number or lottery system is used
to determine which units are to be selected.

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SIMPLE RANDOM SAMPLING
• Estimates are easy to calculate.
• Simple random sampling is always an EPS
design, but not all EPS designs are simple
random sampling.
• If sampling frame large, this method
impracticable.
• Minority subgroups of interest in population may
not be present in sample in sufficient numbers
for study.

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Simple random sampling
 SYSTEMATIC SAMPLING
• Systematic sampling relies on arranging the target
population according to some ordering scheme and then
selecting elements at regular intervals through that
ordered list.
• Systematic sampling involves a random start and then
proceeds with the selection of every kth element from
then onwards. In this case, k=(population size/sample
size).
• It is important that the starting point is not automatically
the first in the list, but is instead randomly chosen from
within the first to the kth element in the list.
• A simple example would be to select every 10th name
from the telephone directory (an 'every 10th' sample, also
referred to as 'sampling with a skip of 10').

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SYSTEMATIC SAMPLING

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 STRATIFIED SAMPLING
Where population embraces a number of distinct
categories, the frame can be organized into separate
"strata." Each stratum is then sampled as an
independent sub-population, out of which individual
elements can be randomly selected.
• Every unit in a stratum has same chance of being
selected.
• Using same sampling fraction for all strata ensures
proportionate representation in the sample.
• Adequate representation of minority subgroups of
interest can be ensured by stratification & varying
sampling fraction between strata as required.

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 STRATIFIED SAMPLING

• Finally, since each stratum is treated as an

independent population, different sampling
approaches can be applied to different
strata.

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STRATIFIED SAMPLING
 POST-STRATIFICATION

• Stratification is sometimes introduced after the

sampling phase in a process called "post-
stratification“.
• This approach is typically implemented due to a
lack of prior knowledge of an appropriate
stratifying variable or when the experimenter
lacks the necessary information to create a
stratifying variable during the sampling phase.

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 CLUSTER SAMPLING
• Cluster sampling is an example of 'two-stage
sampling' .
• First stage a sample of areas is chosen;
• Second stage a sample of respondents within
those areas is selected.
• Population divided into clusters of homogeneous
units, usually based on geographical contiguity.
• Sampling units are groups rather than
individuals.
• A sample of such clusters is then selected.
• All units from the selected clusters are studied.
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 CLUSTER SAMPLING
Two types of cluster sampling methods.
One-stage sampling. All of the elements
within selected clusters are included in the
sample.
Two-stage sampling. A subset of elements
within selected clusters are randomly
selected for inclusion in the sample.

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 Cluster sampling
Section 1 Section 2

Section 3

Section 5

Section 4
Difference Between Strata and Clusters

• Although strata and clusters are both non-

overlapping subsets of the population, they
differ in several ways.
• All strata are represented in the sample; but
only a subset of clusters are in the sample.
• With stratified sampling, the best survey
results occur when elements within strata
are internally homogeneous. However, with
cluster sampling, the best results occur
when elements within clusters are internally
heterogeneous
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 MULTISTAGE SAMPLING

• Complex form of cluster sampling in

which two or more levels of units are
embedded one in the other.
• First stage, random number of districts
• Followed by random number of villages.
• Then third stage units will be houses.

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 MULTISTAGE SAMPLING
• This technique, is essentially the process of taking
random samples of preceding random samples.
• Not as effective as true random sampling, but
probably solves more of the problems inherent to
random sampling.
• An effective strategy because it banks on multiple
randomizations. As such, extremely useful.
• Multistage sampling used frequently when a
complete list of all members of the population not
exists and is inappropriate.
• Moreover, by avoiding the use of all sample units in
all selected clusters, multistage sampling avoids the
large, and perhaps unnecessary, costs associated
with traditional cluster sampling.
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 QUOTA SAMPLING

• The population is first segmented into

mutually exclusive sub-groups.
• Then judgment used to select subjects or
units from each segment based on a
specified proportion.
• For example, an interviewer may be told to
sample 200 females and 300 males between
the age of 45 and 60.
• The second step makes the technique one of
non-probability sampling.
• In quota sampling the selection of the
sample is non-random.
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 CONVENIENCE SAMPLING

• Sometimes known as grab or opportunity

sampling or accidental or haphazard sampling.
• A type of nonprobability sampling which involves the
sample being drawn from that part of the population
which is close to hand. That is, readily available and
convenient.
• The researcher using such a sample cannot
scientifically make generalizations about the total
population from this sample because it would not be
representative enough.
• This type of sampling is most useful for pilot testing.
• In social science research, snowball sampling is a
similar technique, where existing study subjects are
used to recruit more subjects into the sample.

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• Snowball sampling is a non-probability
sampling technique that is used by
researchers to identify potential subjects in
studies where subjects are hard to locate.
• This type of sampling technique works like
chain referral. After observing the initial
subject, the researcher asks for assistance
from the subject to help identify people with a
similar trait of interest
CONVENIENCE SAMPLING

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 PURPOSIVE SAMPLING
• The researcher chooses the sample based
on who they think would be appropriate for
the study.
• This is used primarily when there is a limited
number of people that have expertise in the
area being studied or a limited number of
individuals possess the trait of interest.
• It is “characterized by a deliberate effort to
obtain representative samples through the
inclusion of groups or typical areas in
a sample.”
 PURPOSIVE SAMPLING
• If you are looking for a very rare or much
sought after group of people for a particular
research study, using purposive sampling may
usually be the only way you can track them
down.
• References:
www.pitt.edu/~super7/43011-44001/43911.ppt
psychnet.weebly.com/uploads/9/2/2/8/9228366/p3_1.5.ppt