Sampling Design

RESEARCH METHODOLOGY COURSE

COURSE INSTRUCTOR: DR VINEETH M

Research Methodology - Dr Vineeth M

Population
• All items in any field of inquiry constitute a ‘Universe’ or Population
(N).
• A complete enumeration of all items in the ‘population’ is known as a
census inquiry.
• Even the slightest element of bias in such an inquiry will get larger
and larger as the number of observation increases.
• It involves a great deal of time, money and energy.
• Characteristics of population or statistical constants of a population is
known as parameters.

Research Methodology - Dr Vineeth M

Sample
• A subset of the population selected as a representation of the total
population in order to produce a miniature cross-section of the
population is known as sample (n).
• The selection process is called ‘sampling technique.’ The survey so
conducted is known as ‘sample survey’.
• Sample design is the definite plan of collecting the sample and
determining its size.

Research Methodology - Dr Vineeth M

Steps of Sampling Design
A researcher should understand:

• Objectives of the Survey

• Population
• Sampling units: Geographical, Construction, Social or Individual
• Size of Sample
• Parameters of interest
• Data collection
• Non-respondents
• Sampling Design
• Plan for field work
• Plan for Pilot survey
• Budgetary and time constraints

Research Methodology - Dr Vineeth M

Sampling vs Non sampling errors
• Sampling error arise due to only a part of the population being used
to estimate the parameters.
• Increasing sample size and selecting better sampling design can
reduce the sampling error and increase precision.

• Non sampling errors occurs during data collection, at every stage, and
cause the data to differ from the true values. Hence, it is present in
both census as well as sample surveys in the form of systematic bias.
• The systematic bias results from errors in the sampling procedures,
and it cannot be reduced or eliminated by increasing the sample size.

Research Methodology - Dr Vineeth M

Reasons for Systematic Bias
• Inappropriate sampling frame: biased representation of the universe

• Defective measuring device: if the questionnaire/ interviewer is biased, or

physical measuring device is defective.

• Non-respondents

• Indeterminancy principle: Behaviour under observation vs. non-observed

situations

• Natural bias in the reporting of data

Research Methodology - Dr Vineeth M

Characteristics of Good Sample Design
• Sample design must result in a truly representative sample.
• Sample design must be such which results in a small sampling error.
• Sample design must be viable in the context of funds available for the
research study.
• Sample design must be such so that systematic bias can be
controlled in a better way.
• Sample should be such that the results of the sample study can be
applied, in general, for the universe with a reasonable level of
confidence.

Research Methodology - Dr Vineeth M

Basic Sampling Design

Research Methodology - Dr Vineeth M

Non-Probability vs Probability Sampling
• Non-probability sampling 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.
• Non-probability sampling is also known by different names such as deliberate sampling,
purposive sampling and judgement sampling.

• Probability sampling is also known as ‘random sampling’ or ‘chance sampling’ under

which, every item of the universe has an equal chance of inclusion in the sample.
• The results obtained from probability or random sampling can measure the errors of
estimation or the significance of results obtained from a random sample, and this fact
brings out the superiority of random sampling design over the deliberate sampling
design.
• Random sampling ensures the law of Statistical Regularity which states that if on an
average the sample chosen is a random one, the sample will have the same composition
and characteristics as the universe.

Research Methodology - Dr Vineeth M

Unrestricted vs Restricted
• When each sample element is drawn individually from the population
at large, then the sample so drawn is known as ‘unrestricted sample’,

• All other forms of sampling are covered under the term ‘restricted
sampling’ under which elements are chosen using a specific
methodology.

Research Methodology - Dr Vineeth M

Probability Sampling
• Simple Random Sample : Finite population or Infinite Population
• Complex Random Sampling Designs:
• Systematic sampling
• Stratified sampling
• Cluster sampling
• Area sampling
• Multi-stage sampling

Research Methodology - Dr Vineeth M

Stratified Sampling
• Proportional Allocation
𝑛. 𝑁
𝑛 =
𝑁

• Disproportionate Sampling
𝑛. 𝑁 𝜎
𝑛 =
𝑁 𝜎 + 𝑁 𝜎 + ⋯+ 𝑁 𝜎

• Cost optimal Disproportionate Sampling

𝑛. 𝑁 𝜎 / 𝐶
𝑛 =
𝑁 𝜎 / 𝐶 + 𝑁 𝜎 / 𝐶 + ⋯+ 𝑁 𝜎 / 𝐶

Research Methodology - Dr Vineeth M

Non Probability Sampling

Research Methodology - Dr Vineeth M

Sample Size Calculation
Infinite Population
Z 𝑝𝑞
𝑛 =
𝑒
• where, 𝑛 is the sample size, Z score corresponding to the desired
confidence level, (e.g., 95%), e is the desired level of precision
(confidence interval), p is the estimated proportion of an attribute that
is present in the population, and q is 1-p.

Finite Population
𝑛
𝑛=
(𝑛 − 1)
1+
𝑁
• where, 𝑛 is the sample size, N is the population

Cochran, W. G. (1963). Sampling Techniques, 2nd Ed., New York:

John Wiley and Sons, Inc

Research Methodology - Dr Vineeth M

Simplified formula by Taro Yamane
𝑁
𝑛=
1 + 𝑁(𝑒 )

where, 𝑛 is the sample size of the finite population, 𝑁 is the finite population size and e is the desired level of
precision, which can take various values like ±5%, ±7% or ±10% according to the choice of the researcher.

Yamane, Taro. (1967). Statistics, An Introductory Analysis, 2nd Ed., New York: Harper and Row

Research Methodology - Dr Vineeth M

Sample Size Calculation Solved Example
A researcher is going to conduct a study which requires primary data. The expected proportion of the attribute being studied in the
population is around 70%. The researcher has decided to conduct the study allowing for a confidence interval of ±5 and at 95%
confidence level, find out the sample size for the population of 20000. (z-value at 95% confidence level is 1.96)
• Using Cochran formula
Infinite Population
Z 𝑝𝑞
𝑛 =
𝑒

. ∗ . ∗( . ) .
𝑛 = = = 322.68 = 323
. .

Finite Population
𝑛
𝑛=
(𝑛 − 1)
1+
𝑁

𝑛= ( ) = = 304.43 = 304
.

Research Methodology - Dr Vineeth M

Content Source:
• Kothari, C. R. (2014). Research Methodology: Methods and Techniques (2nd ed.). New
Delhi: New Age International Publishers.

• Saunders, M., Lewis, P., & Thornhill, A. (2011). Research Methods for Business Students
(5th ed.). New Delhi: Pearson Education Ltd.

Research Methodology - Dr Vineeth M