Module - 2

Sample Design and Sampling

PowerPoint Slides by
Mustafa Haider Maldar
KUD Kousali Institute of Management
Studies
 Chapter Outline
• Basic Terminology
• Steps in sample design
• Types of Sampling -
• Probability Methods
• Non – Probability Methods
• Sample size determination
• Sampling errors vs. Non-Sampling errors
 Basic Terminology
• Universe /Population - The aggregates of all
the elements,
• sharing some common set of characteristics,
• that comprises the universe for the purpose
of the marketing research problems.
• Example – Census
 Basic Terminology
• Census - A complete enumeration of the elements
of the population or study objects.
• Sample - A subgroup of the elements of the
population selected for the participation in the
study.
• Sampling –Selecting the group that you will actually
collect the data from in your research.
• Elements – Any object that possesses the
information sought by the researcher.
• Example – No of respondents
 Basic Terminology
• Sampling Unit – The basic unit containing the
elements of the population to be sampled.
• Sampling Frame – A representation of the
elements of the target population. It consists
of a list or set of directions for identifying the
target population.
• Sample Size – The number of elements to be
included in a study.
Steps in Sample Design
 Define the Target Population
• Specifying the target population.
• Collection of elements or objects that possess
the information sought by the researcher.
• TP must be defined precisely.
• Element is the object that possess the
information sought by the researcher.
• It translating the problem definition into a
precise statement
 Define the Target Population
• An element is the object about which or from
which the information is desired.
• Example – Revlon wanted to assess consumer
response to a new line of lipstick and wanted
to sample females over 18 years of age.
 Determine the Sampling frame
• Sampling frame is a representation of the
elements of the target population.
• A list of the items or people forming a
population from which a sample is taken.
• Compile or obtain a list of population
elements, but might get omitted from the list.
• Sampling Frame Error - Occurs when a sample
is selected from the wrong population data.
 Determine the Sampling frame
• Treatment of sampling frame error.
• Redefine the population
• Account for sampling frame error by screening
the respondents in the data collection phase.
Demographic , characteristics, familiarity ,
product usage.
• Adjust the data collected by a weighting
scheme to counterbalance the sampling frame
error
Classification of Sampling Techniques
Probability

Simple Random Sampling

Systematic Sampling

Stratified Sampling

Cluster Sampling
 Classification of Probability Sampling
Techniques
• Probability Sampling –
• A sampling procedure in which each element
of the population has a fixed probabilistic
chance of being selected for the sample of a
given size that could be drawn from the
population.
 Classification of Probability Sampling
Techniques
• Simple Random Sampling –
• This method involves randomly selecting a
sample from the population without any bias.
It’s the most basic and straightforward form of
probability sampling.
• Example - The lottery system and using
number-generating software/ random number
table.
 Classification of Probability Sampling
Techniques
• Systematic Sampling –
• The sample is chosen by selecting a random
starting point and then picking every nth
element in succession from the sampling
frame.
• Example - You can select every 5th person to
be in the sample.
 Classification of Probability Sampling
Techniques
• Stratified Sampling –
• It involves a method where the researcher divides a
more extensive population into smaller groups that
usually don’t overlap but represent the entire
population.
• While sampling, organize these groups and then draw a
sample from each group separately.
• Example - A standard method is to arrange or classify by
sex, age, ethnicity, and similar ways. Splitting subjects
into mutually exclusive groups and then using simple
random sampling to choose members from groups.
 Classification of Probability Sampling
Techniques
• Cluster Sampling –
• In cluster sampling, researchers divide a population
into smaller groups known as clusters. They then
randomly select among these clusters to form a sample.
• Cluster sampling is a method of probability sampling
that is often used to study large populations,
particularly those that are widely geographically
dispersed.
• Example - Researchers usually use pre-existing units
such as schools or cities as their clusters.
Probability Sampling Techniques
Classification of Sampling Techniques
Non – Probability

Convenience Sampling

Judgmental Sampling

Quota Sampling

Snowball Sampling
Classification of Non - Probability Sampling
Techniques
• Non - Probability Sampling –
• Non-probability sampling is defined as a
sampling technique in which the researcher
selects samples based on the subjective
judgment of the researcher rather than
random selection.
Classification of Non - Probability Sampling
Techniques
• Convenience Sampling –
• Convenience sampling is a non-probability
sampling technique where samples are
selected from the population only because they
are conveniently available to the researcher.
• Researchers choose these samples just because
they are easy to recruit, and the researcher did
not consider selecting a sample that represents
the entire population.
Classification of Non - Probability Sampling
Techniques
• Judgmental Sampling –
• It is that sampling method in which the
researcher himself makes the choice of the
sample items which in his opinion are the best
representative of the universe.
• Example – Average height of students.
(Increase / Decrease )
Classification of Non - Probability Sampling
Techniques
• Quota Sampling –
• In this type of sampling method select a
predetermined number or proportion of
units, called a quota.
• Your quota should comprise subgroups with
specific characteristics (e.g., individuals, cases,
or organizations) and should be selected in a
non-random manner.
Classification of Non - Probability Sampling
Techniques
• Snowball Sampling –
• Snowball Sampling helps researchers find a sample
when they are difficult to locate.
• Researchers use this technique when the sample
size is small and not easily available.
• This sampling system works like the referral
program.
• Once the researchers find suitable subjects, he asks
them for assistance to seek similar subjects to form a
considerably good size sample.
Classification of Non - Probability Sampling
Techniques
 Difference between Probability & Non –
Sampling Techniques
Probability Sampling Non – Probability Sampling
• A sampling method in which • A sampling method in which
each member of the the likelihood of each
population has a known and member of the population
non-zero chance of being being selected is unknown
selected. or unequal.
• Random selection of • Random selection may or
samples from the may not be used.
population is a fundamental
characteristic.
 Difference between Probability & Non –
Sampling Techniques
Probability Sampling Non – Probability Sampling
• Tends to produce a more • It may produce a sample
representative sample that that is not fully
closely mirrors the representative of the
population's characteristics. population, potentially
• Results allow for valid leading to bias.
statistical inference and • Generalization of the
generalization to the entire population may be limited,
population. and statistical inference can
be challenging.
 Difference between Probability & Non –
Sampling Techniques
Probability Sampling Non – Probability Sampling
• Known and measurable • Sampling error can be
sampling error, which can unknown or difficult to
be quantified and managed quantify accurately.
through statistical • Convenience sampling,
techniques. judgmental sampling, and
• Simple random sampling, quota sampling.
stratified sampling, cluster
sampling.
 Difference between Probability & Non –
Sampling Techniques
Probability Sampling Non – Probability Sampling
• Probability-based methods • Statistical significance may
facilitate the assessment of be challenging to determine
statistical significance and due to non-random
hypothesis testing. selection.
• Typically used in rigorous • Often used in exploratory or
research designs, surveys, qualitative research,
and experiments. convenience studies, or
when a strict random
selection is impractical.
 Difference between Sampling Error and
Non – Sampling Error
Sampling Error Non – Sampling Error
• Sampling error is a type of • An error occurs due to
error, occurs due to the sources other than
sample selected does not sampling, while conducting
perfectly represents the survey activities is known as
population. non sampling error.
• Deviation between Sample • Deficiency and analysis of
mean ( Statistic) and data.
Population mean • Random and Non – random.
(Parameter)
• Random
 Difference between Sampling Error and
Non – Sampling Error
Sampling Error Non – Sampling Error
• Only when sample is selected. • Both in sample and census.
• Possibility of error reduced with • It cannot be zero but can be
the increase in sample size.
reduced.
• { It can be zero if sample is
complete population or census. • High Skill of investigator/
But in case we are using sample, researcher is required to
then it cannot be zero, however it minimize this error.
can be recued to minimize }.
• High Skill of
investigator/researcher is
required to minimize this error .
Contents
 Factors determining Sample Size
• Level of Precision ( Margin of error )
• Degree of variability of elements
• Level of Confidence
Level of Precision (Margin of Error)
Level of Confidence
Degree of Variability
Relation between