Sampling and

Sampling Design
 Sampling is a process by which relatively small number of object
or events selected and analyzed in order to find out something
about entire population or for generalization.
 Sample – Representative proportion of Population.
 Population – Any collection of Specified Groups of Human beings
or entities.
 Sampling frame – Complete accurate and updated list of all unit
of population.
Principle of Sampling

 Law of Statistical Regularity – This law comes from

the mathematical theory of probability. According to
King,” Law of Statistical Regularity says that a moderately
large number of the items chosen at random from the
large group are almost sure on the average to possess the
features of the large group.”
 Law of Inertia of Large Numbers – According to this
law, the other things being equal – the larger the size of
the sample; the more accurate the results are likely to be.
Characteristics of Sampling (Good Sample)
 Representative: A sample is a subset of a larger population or group, and it’s crucial that this sample
effectively mirrors the traits of the entire population. For example, in a study examining job satisfaction among
police officers, the sample should include individuals from diverse ranks and positions within the police force
 Focus on Objectives: The selection of sample size should be in accordance with the aims of the
research. For instance, if the study intends to explore the impact of inflation on low-income individuals, it would
be prudent to opt for a larger sample size, particularly due to the significant population of impoverished
households in India.
 Flexibility: It’s not obligatory to stick to a set sample size. You can tweak the sample size according to
particular situations
 Method of Sampling: The researcher must conscientiously select an appropriate sampling technique, which
generally falls into two categories: probability and non-probability methods. Certain methods prove to be more
efficient in terms of time for data gathering
 Proper Selection of Sample Unit: For instance, in a study focusing on assessing job satisfaction among bank
employees, the universe comprises bank employees. Within this scope, various elements can be identified,
such as employees or managers working in rural or urban banks.
 Suitability and Economical: The significance of having an appropriate sample size cannot be overstated
when it comes to collecting relevant data. The ideal sample size ought to strike a balance between being
budget-friendly and efficient, ensuring that it doesn’t overburden available resources while still allowing for
 Probability Sampling

 Probability sampling, often known as ‘random sampling’ or ‘choice

sampling,’ guarantees that every element within the population has an
equal chance of being selected for the sample. It essentially functions
like a draw, where units are selected from the entire population through
a mechanical process, free from deliberate bias. Therefore, whether an
item is included or excluded from the sample is solely determined by
chance.
 Advantage – Cost Effective, Less degree of Judgment, Less time
consuming, more representative, more accurate in generalization.
 Limitation – Sampling frame is must and must be adequate, upto date,
Not feasible in case of wide geographic area,
Non-probability Sampling
 Non-probability sampling involves selecting samples without
relying on a method that ensures each item in the population has
an equal chance of being included. It’s also known as deliberate,
judgmental, or purposive sampling. Researchers use their
discretion to intentionally choose sample items, aiming to
represent the entire population. For example, in studying a
state’s economic conditions, researchers might select specific
towns or villages, assuming they mirror the state as a whole.
 Advantage – Selected as researcher discretion, by human
judgement, quicker, no sampling frame needed, cost effective,
sample size usually achieved.
 Limitation – No confidence hence no generalisation, Scope of bias
 Simple Random Sampling
 In simple random sampling, each member of the population under study has
an equal chance of being selected and probability of a member of population
being selected is unaffected by the selection of other members of population.
Each selection is entirely independent of next. The method involves selecting
at random from a list of population i.e. sampling frame.
 Suppose we want to select a simple random sample of 200 students from a
school. Here, we can assign a number to every student in the school
database from 1 to 500 and use a random number generator to select a
sample of 200 numbers.
 Advantage –Better chance that sample represent whole population, Can be
done in short time, simple, less judgment, less cost.
 Limitation – Difficult for heterogenous population Unit, Catalogue of universe
may not available, Problem in widely dispersed cases.
 Systematic Random Sampling
 Modified form of simple random sampling. Selection of subjects in systematic
rather than a random fashion. entails choosing every “nth” member from a
complete roster. For example, one might decide to pick every 10th person on the
list. The procedure for obtaining a systematic random sample involves these
steps:
• Assign numbers from 1 to N to the population units.
• Determine the desired or required sample size, denoted as n.
• Calculate the interval size, k, using the formula k = N/n.
• Subsequently, select every kth unit
• Advantage – Easy to execute, important for tight budget, sense of degree of
control for researcher, cluster selection can be eliminated, low probability of data
contamination.
• Limitation – Issue of periodicity – if population has a standardized pattern risk of
Stratified Random Sampling
 Here, the researcher divides the population into strata
according to particular traits and then randomly picks a set
number of units from each of these more uniform subgroups
(strataThese stratas are homogenous among themselves. The
company has 800 female employees and 200 male employees.
You want to ensure that the sample reflects the gender balance
of the company, so you sort the population into two strata
based on gender. Then you use random sampling on each
group, selecting 80 women and 20 men, which gives you a
representative sample of 100 people.
 Advantage- Accurately reflect the population being studied,
each subgroup receive representation.
 Limitation-finding homogenous strata difficult, overlapping may
be an issue.
Cluster sampling
 This method is used where the size of population is very
large. In this method a homogeneous population is divided
into smaller heterogeneous groups and then samples are
drawn out at random from these heterogeneous groups.
These heterogeneous groups are called clusters. All items
belonging to the selected heterogeneous groups become
the part of the samplefor example student fitness level
across Delhi. Divide entire Delhi into clusters of Districts
through random sampling. Again from each cluster
number of subject through random sampling.
 Advantage – Feasibility – can cater to large
population,economic
 Limitation – Biased, errors, failed to reflect diversity,
Multistage Sampling
 Complex form of cluster sampling,
 Carried out in several stages
 Such as sample size get reduced in each stage.
 First level similar to cluster sampling.
 Further these cluster subdivided into subcluster.
 Stages can be added as per convenience.
 Govt. wants to take sample of 10,000 household. Divide into cluster( district) and
few district selected randomly. Selected District into villages and again few
villages selected randomly. Now from these villages desired number of household
selected randomly.
 Advantage- Effective in primary data collection of geographically widespread
area, where face to face contact required, less time taken, cost effective, flexible
 Limitation – Highly subjective,No 100% representation, group level information
required.
Area Sampling
 Area sampling involves sampling from a map, an aerial photograph, or a similar area
frame. It is often the sampling method of choice when a sampling frame isn’t available.
 For example, a city map can be divided into equal size blocks, from which random
samples can be drawn. Although area sampling is most often associated with maps,
sometimes the samples might be drawn from lists
• Advantages -Area frames can be used for multiple variables at the same time. For
example, an area sample on a city can collect data on land use, population and income
statistics.
• There’s no overlap between sampling units; Every unit has an equal chance of being
selected. This complete coverage results in unbiased estimates.
• Limitation - Although the area frames can be used in subsequent surveys, they can
quickly become outdated (for example, if a city undergoes tremendous growth).
• Area frames can be costly to build.
• Outliers can be a problem, especially if your map has a few particularly dense or sparse
areas (for example a city that has a national park in its boundaries might have zero
population in some areas and a huge population in another.
Convenience sampling

 In convenience sampling, a researcher simply

selects the sample and sampling units that are
easily available and accessible. No extra efforts are
taken by the researcher as he simply chooses the
samples on the basis of convenience. Involving
choosing nearest individual as respondent.
 Advantage – Simplicity and ease, helpful in pilot
studies, short time of research, less cost.
 Limitation – High selection bias, High sampling
error, little credibility.
Quota Sampling
 Non probability equivalent of stratified sampling. The
sample obtained from a quota sampling method contains
similar proportions of observations as the whole population
with some known traits or characteristics.
 If wider population contains 55% female and 45% male
then sample must contain same proportion.
 Advantage – Relatively easy to administer, cost effective,
accounts for population proportion, useful when probability
sampling not possible.
 Limitation –Non random, Sample bias
Purposive Sampling

 In purposive sampling, the samples are selected only based on the

researcher’s knowledge. As their knowledge is instrumental in
creating the samples, there are the chances of obtaining highly
accurate answers with a minimum marginal error. It is also known as
judgmental sampling or authoritative sampling. A group of senior
Managers are chosen to study the incidence of stress among senior
managers.
 Advantage-Cost effective, time saving, effective in anthropological
research, effective if limited primary data source.
 Limitation-Errors in judgment, Low reliability, High Bias, No
generalization.
Snowball Sampling
 Snowball sampling is also known as a chain-referral sampling
technique. In this method, the samples have traits that are
difficult to find. So, each identified member of a population is
asked to find the other sampling units. Those sampling units also
belong to the same targeted population. The researcher starts by
interviewing one person or small group of people and then asks
them for references. He then collects data from the suggested
people and asks them for references and the chain continues
until an adequate sample is formed.
 Advantage – quicker, cost effective, hesitant subjects.
 Limitation- Sampling bias, margin of error and lack of
cooperation.