3RD UNIT

Sampling: - Concepts- Types of Sampling -

Probability Sampling – simple random sampling,
systematic sampling, stratified random sampling,
cluster sampling -Non Probability Sampling –
convenience sampling- judge mental sampling,
snowball sampling- quota sampling - Errors in
sampling.
 Sampling
Sampling: The process of using a small number of
items or parts of a larger population to make
conclusions about the whole population.
OR
A method by which some items of a given population
are selected as representatives of the entire
population
OR
A subset, or some part of a larger population.

Population: A complete group of entities sharing

some common set of characteristics.
 Sampling
• Sample Frame: The list of elements from which a sample
may be drawn is called sample frame. Ex: The list of all
members of city cricket association, the list of students
who are studying MBA will be a sample frame.

• Sampling Frame Error: Error that occurs when certain

sample elements are not listed or available and are not
represented in the sampling frame.

• Sampling Unit: A single element or group of elements

subject to selection in the sample.
Example: If an airline, wishes to sample passengers, every
25th name on a complete list of passengers may be taken.
In a random digit dialing, a sample unit will be telephone
numbers.

• Random sampling error: It is the difference between the

sample result and the result of a census conducted by the
identical procedures.
 Steps in Sampling Process:

• Defining the target population

• Select a sampling frame
• Determine if a probability or non probability
sampling method will be chosen
• Plan procedure for selecting sampling units
• Determine sample size
• Select actual sampling units
• Conduct field work
 Types of Sampling
• Probability sampling -- every member
has an equal chance of being selected.

• Non-probability sampling - we don’t

know the probability of selecting a
unit into a particular sample.
 Probability Sampling

• simple random sampling,

• systematic sampling,
• stratified random sampling,
• cluster sampling.
• Multiple stage sampling
 Simple random sampling
• Simple random sampling ensures that each possible sample has an equal probability of
being selected, and each item in the entire population has an equal chance of being
included in the sample.
• The entire process of sampling is done in a single step with each subject selected
independently of the other members of the population.
• There are many methods to proceed with simple random sampling. The most primitive
and mechanical would be the lottery method.
 Conti…
• Each member of the population is assigned a unique number. Each number is placed in a bowl or
a hat and mixed thoroughly.
• The blind-folded researcher then picks numbered tags from the hat. All the individuals bearing
the numbers picked by the researcher are the subjects for the study.
• Another way would be to let a computer do a random selection from your population. For
populations with a small number of members, it is advisable to use the first method but if the
population has many members, a computer-aided random selection is preferred.
 Systematic Sampling

• In systematic random sampling, the researcher first randomly picks the first item or subject
from the population. Then, the researcher will select each n'th subject from the list.
• The procedure involved in systematic random sampling is very easy and can be done
manually.
• The results are representative of the population unless certain characteristics of the
population are repeated for every n'th individual, which is highly unlikely.
 Conti…
The process of obtaining the systematic sample is much like an arithmetic progression.
• Starting number :
The researcher selects an integer that must be less than the total number of individuals in the
population. This integer will correspond to the first subject.
• Interval :
The researcher picks another integer which will serve as the constant difference between any
two consecutive numbers in the progression.
• The integer is typically selected so that the researcher obtains the correct sample size
• For example, the researcher has a population total of 100 individuals and need 12 subjects.
He first picks his starting number, 5.
• Then the researcher picks his interval, 8. The members of his sample will be individuals 5, 13,
21, 29, 37, 45, 53, 61, 69, 77, 85, 97.
 Stratified Sampling

• Stratified sampling is a probability sampling technique wherein the researcher divides the entire
population into different subgroups or strata, then randomly selects the final subjects
proportionally from the different strata.
• It is important to note that the strata must be non-overlapping. This completely negates the
concept of stratified sampling as a type of probability sampling.
• Equally important is the fact that the researcher must use simple probability sampling within the
different strata.
• The most common strata used in stratified random sampling are age, gender, socioeconomic status,
religion, nationality and educational attainment.
 Cluster Sampling

• In cluster sampling, instead of selecting all the subjects from the entire population right off, the
researcher takes several steps in gathering his sample population.

First, the researcher selects groups or clusters, and then from each cluster, the researcher selects
the individual subjects by either simple random or systematic random sampling. The researcher
can even opt to include the entire cluster and not just a subset from it.
• The most common cluster used in research is a geographical cluster. For example, a researcher
wants to survey academic performance of high school students in Spain. He can divide the entire
population (population of Spain) into different clusters (cities).
 Conti…
• Then the researcher selects a number of clusters depending on his research through simple
or systematic random sampling.
• Then, from the selected clusters (randomly selected cities) the researcher can either include
all the high school students as subjects or he can select a number of subjects from each
cluster through simple or systematic random sampling.
• The important thing to remember about this sampling technique is to give all the clusters
equal chances of being selected.
• Types of cluster sample.
1. ONE-STAGE CLUSTER SAMPLE
2. TWO-STAGE CLUSTER SAMPLE
 Multiple stage sampling
Multistage sampling: The given population is heterogeneous, so it is broken into
two which will give you homogenous data. Those data is called clusters or
strata. This method of study is Multistaged sampling.
Ex: If you are doing census then you divide people into urban, semi-urban
groups which will be your strata. You can also divide people into different age
groups that you can arrange systematically & study.

• consecutive sampling
• example :
sampling unit = household
– 1st stage: draw neighborhoods
– 2nd stage: draw buildings
– 3rd stage: draw households
 Non random sampling
(Non-probability sampling)

• Non probability sampling is also known by different names such as

deliberate sampling, purposive and judgement sampling.
• It is that sampling procedure which does not afford any basis for
estimating the probability that each item in the population has of being
included in the sample.
• It does not allow the study's findings to be generalized from the sample to
the population.
• When discussing the results of a non-probability sample, the researcher
must limit his/her findings to the persons or elements sampled.
 Non random sampling
(Non-probability sampling)
• Non probability sampling is also known by different names such as deliberate sampling,
purposive and judgement sampling.
• It is that sampling procedure which does not afford any basis for estimating the probability
that each item in the population has of being included in the sample.

• It does not allow the study's findings to be generalized from the sample to the
population.
• When discussing the results of a non-probability sample, the researcher must limit
his/her findings to the persons or elements sampled.
 Non-Probability Sampling:
•
Convenience sampling:
• Quota sampling:
• Judgment sampling
• Snow-balling:
 Convenience sampling
• Convenience sampling is a non-probability sampling technique where subjects are selected
because of their convenient accessibility and proximity to the researcher.
• The subjects are selected just because they are easiest to recruit for the study and the
researcher did not consider selecting subjects that are representative of the entire
population.
 Conti…
• Any thing which is convenient that is related to your friends, relatives etc. so that

data can be collected conveniently. This method is called convenience sampling.

• In all forms of research, it would be ideal to test the entire population, but in most

cases, the population is just too large that it is impossible to include every

individual.

• This is the reason why most researchers rely on sampling techniques

like convenience sampling, the most common of all sampling techniques. Many

researchers prefer this sampling technique because it is fast, inexpensive, easy and

the subjects are readily available.

 Quota Sampling

• Quota sampling is a non-probability sampling technique wherein the assembled sample has
the same proportions of individuals as the entire population with respect to known
characteristics, traits or focused phenomenon.
• In addition to this, the researcher must make sure that the composition of the final sample to
be used in the study meets the research’s quota criteria.
• The main reason why researchers choose quota samples is that it allows the researchers to
sample a subgroup that is of great interest to the study. If a study aims to investigate a trait or
a characteristic of a certain subgroup, this type of sampling is the ideal technique.
• Quota sampling also allows the researchers to observe relationships between subgroups. In
some studies, traits of a certain subgroup interact with other traits of another subgroup.
 Quota Sampling

• A non probability sampling procedure that

ensures that certain characteristics of a
population sample will be represented to the
exact extent that the investigator desires.
• Ex: An interviewer may fix a quota that
out of 100 questionnaires 70 has to be men
amd 30 has to be female.
 Purposive sampling
• In purposive sampling we sample with a purpose in mind.
• In purposive sampling, the researcher employs his or her own "expert” judgment about who
to include in the sample frame.
• Prior knowledge and research skill are used in selecting the respondents or elements to be
sampled.
• We usually would have one or more specific predefined groups we are seeking .
• Used for situations for reaching a target sample quickly. used in pilot studies , selection of
few cases for intensive study, Studying critical cases-- key informants.
 Judgement sampling
• : A non probability sampling technique in which an experienced individual selects

the sample based upon some appropriate characteristic of the sample members.

• A form of convenience sampling in which the population elements are

purposively selected based on the judgement of the researcher.

• It is low cost, convenient and quick.

• It is useful if broad population inferences are not required.

• Good reasons for use of purposive sampling

 Snowball sampling
• A sampling procedure in which initial respondents are selected by probability methods and
additional respondents are obtained from information provided by the initial respondents.
• In snowball sampling, you begin with identifying someone who meets the criteria for
inclusion in your studies
• You then ask them to recommend others who they may know who also meet the criteria.
• It is useful when you are trying to reach populations that are inaccessible or hard to find.
 Errors in Sampling:
• Conscious or unconscious bias in the selection of a sample
• Deliberate selection of a non-representative sample
• Substitution of an item in place of the one chosen in a
random sampling.
• Incomplete coverage of the units in the sample.
• Defective process of selection
• Faulty work during the collection of information and
• Incorrect methods of analysis.