SAMPLE & SAMPLING

SAMPLING TECHNIQUES
& SAMPLES TYPES

Nahid Parvez
Assistant Professor, SLT Dept. BHPI
 INTRODUCTION
 Sampling is the process of selecting observations (a
sample) to provide an adequate description and
inferences of the population.
 Measuring a small portion of something and then
making a general statement about the whole thing.
 Process of selecting a number of units for a study
in such a way that the units represent the larger
group from which they are selected.
 A sample is “a smaller (but hopefully representative)
collection of units from a population used to determine
truths about that population” (Field, 2005).
Population…
…the larger group from which individuals are selected to participate in a
study
Target population
A set of elements larger than or different from the population sampled and to
which the researcher would like to generalize study findings

The sampling frame

A list of all elements or other units containing the elements in a

population.
What you What you
want to Population actually
talk about observe
in the
data

Sampling Process

Sampling Sample
Frame

Inference
IF THE POPULATION IS
HOMOGENEOUS
IF THE POPULATION IS
HETEROGENEOUS
 All university in Bangladesh

All university Savar

List of Savar university

Three university in Savar

SAMPLING BREAKDOWN
Why Sampling?
Get information about large populations
 Lower cost

 More accuracy of results

 High speed of data collection

 Availability of Population elements.

 Less field time

 When it’s impossible to study the whole population

 The sample must be:

1. representative of the population;

2. appropriately sized (the larger the better);
3. unbiased;
4. random (selections occur by chance);
 Calculating Sample Size
Where,
n = sample size
p = percentage of sample

z p1  p 
population/ expected
2 prevalence or proportion q =
1-p
n 2
z = the standard normal

d
deviate usually set at 1.96
which corresponds to the
95% confidence of level (1
include 68% values, 1.96
include 95% values and 2.58
include 99% values)
d = degree of accuracy of the
target population estimate to
have a particular
 Practical
 A local health department wishes to
estimate the prevalence of
tuberculosis among children below
five years of age in its locality. How
many children should be included in
the sample so that the prevalence to
be within 5 percentage points of the
true value with 68% / 95% / 99%
confidence
 Practical
 A survey estimated that 20% of all
Americans aged 16 to 20 drove under
the influence of drugs or alcohol. A
similar survey is planned for New
Zealand. They want a 95% confidence
interval to have a margin of error of
0.04.
 (a) Find the necessary sample size if
they expect to and results similar to
those in the United States.
SAMPLING DESIGN PROCESS
Types of Sampling
•Probability sample – a method of sampling that uses of
random selection so that all units/ cases in the population
have an equal probability of being chosen.
• Non-probability sample – does not involve random
selection and methods are not based on the rationale of
probability theory.
Sampling
Techniques

Non-
Probability
Probability
 Probability (Random) Samples
 Simple random sample
 Systematic random sample
 Stratified random sample
 Cluster sample

Probability
Sampling

Simple Stratified
Systematic Cluster
Random Random
Sampling Sampling
Sampling Sampling
Non-Probability Samples
 Convenience samples (ease of access)
sample is selected from elements of a population that
are easily accessible
 Purposive sample (Judgmental Sampling)
You chose who you think should be in the study
 Quota Sampling
 Snowball Sampling (friend of friend….etc.)

Non-
Probability

Convenience Quota Judgment Snowball

Sampling Sampling Sampling Sampling
Difference between Probability
sampling and Non Probability
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. A table of random number or lottery system is
used to determine which units are to be selected.
Advantage
 Easy method to use
 No need of prior information of population
 Equal and independent chance of selection to every element

Disadvantages
 If sampling frame large, this method impracticable.
 Does not represent proportionate reprenation
 Simple random sampling

Every subset of a specified size n from the population

has an equal chance of being selected
 Suitability
 This method is suitable for small homogeneous
 Randomly selecting units from a sampling frame.
‘Random’ means mathematically each unit from the
sampling frame has an equal probability of being
included in the sample.

• Stages in random sampling:

Randomly Systematically
select the select random
Develop Assign each
Define required numbers until
sampling unit a
population amount of it meets the
frame number
random sample size
numbers requirements
 Systematic Sampling
• Similar to simple random sample. No table of random
numbers – select directly from sampling frame. Ratio
between sample size and population size

First unit
Work out Select select by
what fraction according to random
Develop fraction (100 numbers
Define Decide the of the frame
sampling sample from then every
population sample size the sample
frame 1,000 frame then nth unit
size 10% so every
represents selected
10th unit) (e.g. every
10th)
Systematic Sampling
ADVANTAGES:
 Sample easy to select

 Suitable sampling frame can be identified easily

 Sample evenly spread over entire reference population

 Cost effective

DISADVANTAGES:
 Sample may be biased if hidden periodicity in

population coincides with that of selection.

 Each element does not get equal chance

 Ignorance of all element between two n element

 Systematic sampling
1 26 51 76
2 27 52 77
N = 100 3 28 53 78
4 29 54 79
5 30 55 80
6 31 56 81
Want n = 20 7 32 57 82
8 33 58 83
9 34 59 84
10 35 60 85
11 36 61 86
N/n = 5 12 37 62 87
13 38 63 88
14 39 64 89
15 40 65 90
Select a random number from 1-5: chose 4 16 41 66 91
17 42 67 92
18 43 68 93
19 44 69 94
20 45 70 95
21 46 71 96
Start with #4 and take every 5th unit 22 47 72 97
23 48 73 98
24 49 74 99
25 50 75 100
 Systematic sampling

Every member ( for example: every 20th person) is

selected from a list of all population members.
 Stratified Random Sample
 The population is divided into two or more groups
called strata, according to some criterion, such as
geographic location, grade level, age, or income,
and subsamples are randomly selected from each
strata.
Stratified Random Sample
Stratified random sampling can be classified in to
a. Proportionate stratified sampling
It involves drawing a sample from each stratum in
proportion to the letter’s share in total population
b. Disproportionate stratified sampling
proportionate representation is not given to strata
it necessery involves giving over representation to
some strata and under representation to other.

Develop Determine the Systematic

sampling frame proportion of sampling methods
Define
according to each population can then be
population
characteristics variable of followed to select
required interest sample unit
STRATIFIED SAMPLING
Example: A call center company wants to seek suggestions of their
agents for a new marketing strategy for their new services.
1. Population 5,000 agents.
2. Desired sample size 500
3. Variable of interest is age and there are three subgroups under 30,
30 to 45 and over 45
4. We classify the agents into the subgroups
20% or 1,000 are under age 30
65% or 3,250 are age 30 to 45
15% or 750 are over age 45
5. We want 500 agents. Since we want proportional representation.
20% of the sample (100) under age 30
65% (325) should be age 30 to 45
15% (75) should be over age 45
Therefore, using table of random numbers,
100 of the 1000 under age 30 are selected
325 of the 3250 age 30 to 45 are selected
75 of the 750 over age are selected
STRATIFIED SAMPLING……
Advantage :
 Enhancement of representativeness to each
sample
 Higher statistical efficiency
 Easy to carry out

Disadvantage:
 Classification error
 Time consuming and expensive
 Prior knowledge of composition and of
distribution of population
 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.
 The population is divided into subgroups (clusters) like
families. A simple random sample is taken of the subgroups
and then all members of the cluster selected are surveyed
 Cluster sampling
Section 1 Section 2

Section 3

Section 5

Section 4
Application of Cluster Sampling: an Example

 Imagine you want to evaluate consumer spending on various

modes of transportation in Greater London. Since Greater
London is a large area, we need to sample from only 6 towns
out of total 32 towns of the Greater London.
 There are three stages for the application of cluster sampling:
 Select a cluster grouping as a sampling frame. In example above, all
32 towns of the Greater London represent the sampling frame for the
study
 Mark each cluster with a unique number. We can easily number
each town from 1 to 32.
 Choose a sample of clusters applying probability sampling.
Using systematic random sampling (or any other probability
sampling), we can choose 6 towns from the total 32 towns .
Households residing in 6 towns will represent samples for the study.
 CLUSTER SAMPLING…….
Advantages :
 Cuts down on the cost of preparing a sampling
frame. This can reduce travel and other
administrative costs.
Disadvantages: sampling error is higher for a simple
random sample of same size. Often used to evaluate
vaccination coverage in EPI
Cluster/ multi-stage random sample
• Cluster sampling: selecting a sample based on specific, naturally occurring
groups (clusters) within a population.
- Example: randomly selecting 20 hospitals from a list of all
hospitals in England.

Multi-stage sampling: cluster sampling repeated at a number of levels. -

Example: randomly selecting hospitals by county and then a sample of patients
from each selected hospital.
 Non Probability
CONVENIENCE SAMPLING


Sometimes known as grab or opportunity sampling or accidental or haphazard
sampling.
 Selection of whichever individuals are easiest to reach
 It is done at the “convenience” of the researcher
 For example, if the interviewer was to conduct a survey at a
shopping center early in the morning on a given day, the people
that he/she could interview would be limited to those given there
at that given time, which would not represent the views of other
members of society in such an area, if the survey was to be
conducted at different times of day and several times per week.
 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.
Convenience Sampling
Advantage: A sample selected for ease of access,
immediately known population group and good response
rate.
Disadvantage: cannot generalise findings (do not know what
population group the sample is representative of) so cannot
move beyond describing the sample.
•Problems of reliability
•Do respondents represent the

target population
•Results are not generalizable

Use results that are easy to get

 Judgmental sampling or 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
researched
 Selected based on an experienced individual’s belief

 Advantages

 Based on the experienced person’s judgment

 Disadvantages

 Cannot measure the respresentativeness of the

sample
 QUOTA SAMPLING

 The population is first segmented into mutually exclusive sub-

groups, just as in stratified sampling.
 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.
 It is this second step which makes the technique one of non-
probability sampling.
 In quota sampling the selection of the sample is non-random.
 For example interviewers might be tempted to interview those
who look most helpful. The problem is that these samples may
be biased because not everyone gets a chance of selection. This
random element is its greatest weakness and quota versus
probability has been a matter of controversy for many years
 Types of Non probability Sampling Designs
 Quota sampling
 Based on prespecified quotas regarding demographics, attitudes,
behaviors, etc
 Advantages
 Contains specific subgroups in the proportions desired
 May reduce bias
 easy to manage, quick
 Disadvantages
 Dependent on subjective decisions
 Not possible to generalize
 only reflects population in terms of the quota, possibility of bias in
selection, no standard error
 Snowball Sampling
 Useful when a population is hidden or difficult to gain access to.
The contact with an initial group is used to make contact with
others.
 Respondents identify additional people to included in the study
 The defined target market is small and unique
 Compiling a list of sampling units is very difficult
 Advantages
 Identifying small, hard-to reach uniquely defined target
population
 Useful in qualitative research
 access to difficult to reach populations (other methods may not
yield any results).
 Disadvantages
 Bias can be present
 Limited generalizability
 not representative of the population and will result in a biased
sample as it is self-selecting.