Sampling

Methods

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 Sampling Methods - I

• Simple random sample

• List of population items must be available
• Random numbers are used to choose items
• Each item has same chance of being selected

• Systematic sample
• Continuous process non-enumerable population (no list)
• Choose every Kth item (e.g., every 10th voter at poll exit)
• Use a random starting point (e.g., the 8th voter)
• Unbiased unless data are in non-random order
 Sampling Methods - II

• Stratified sample
• Each stratum is a defined population sub group (e.g., male/female)
• May be many strata (e.g., gender, race, occupation)
• Weight sample estimates by strata size (strata % must be known)
• Corrects for possible under-representation of groups

• Cluster sample
• Like stratification except based on geography (e.g., school districts)
• Two-stage is common (random cluster, random items in cluster)
• Reduces travel cost for in-person interviews
 Sampling Methods - III
• Judgment sample
• Experts in the field select the sample (e.g., which firms)
• Utilizes domain knowledge of experts (e.g., software engineers)
• May avoid wasting time on atypical or unimportant respondents
• But introduces subjectivity Alas – many key
business decisions
• Convenience sample are made this way!
• Asking co-workers opinions "because they're handy"
• Using a data set that happens to exist already
• Subjective
• Unknowable biases
 Random Sample
Problem The professor wants to call on a student
at random. How can this be done?

Who Will Answer the Question? Class size: 48

Random person is: 3

1 Bankstahl, Maria 17 Karnes, Gregory 33 Schmidt, Sarah

2 Bastas, Jeremy 18 Kelly, Ryan 34 Shushtari, Arshia
3 Bell, Sylvia 19 Knierbein, Stephen 35 Sioshansi, Nicole
4 Bolos, Christie 20 Luke,Adam 36 Spano, Marie
5 Bond, Kathryn 21 Mager, Andronika 37 Sugameli, Jarvis
6 Borig, Katherine 22 Manevski, Angela 38 Swartzkof, Anitha
7 Buckholz, Laura 23 Mansour, Kelly 39 Thomas, Crista
8 Burley, Denyeal 24 McIntyre, Andrea 40 Viglione, Kathleen
9 Dimitrieski, Lauren 25 Nanu, Adam 41 Ward, Jason
10 Dorow, Michelle 26 Ossian, David 42 Weckler, Heather
11 Dubay, Sean 27 Pepper, Dyan 43 Whitfield, Bryan
12 Engler, Jason 28 Perez, Claudia A. 44 Williams, Dareth
13 Green, Jennifer 29 Prokopczuk, Brian 45 Wilson, Matthew
14 Herrera, Michelle 30 Provenzano, Christine 46 Yang, Boris
15 Jones, Kristina 31 Randazzo, Eric 47 Yo, John
16 Josifovski, Melissa 32 Richardson, Crystal 48 Yukosk, Xiao

Question What sort of biases might a professor

have in choosing a student "at random"?
 Simple Random Sample
Problem There are 200 college freshmen in a large lecture room.
Choose 10 at random by picking random rows and columns.

1 2 3 4 5 6 7 8
1 Addie Leah Kristina Michele Bev Henry Xiaodong Kelly But couldn't the
2 Kay Pat Tara Brandon Eileen Melanie Tiffani Zak same name come
3 Giovanni Ellen Stephen Nancy Kieran Lori Miron Toni up more than once?
4 Diana Shamel Lindsay Theresa Erma Kate Staci Drew
5 Judy Aristo Pablo Anna Mohinder James Gloria Krystal
6 Majda Rick Sylvia Conrad Ursula Amber Charles Mary
7 Sarah Oded Dean Kalisha Giselle Donna Dyan Vijay
8 Adam Laura Frances Kirk Tammy Nina Karloa Karl
9 Latrice Haitham Randy John Angela Sean Juan Nivedita
10 Dennis Jennie Stephanie Matej Howie Trish Brett George
11 Floyd Sid LaDonna Tom Mabel Nicholas Bonnie Deepak
12 Nathan Ginnie Mario Claudia Dmitri Kevin Blythe Dave Pro Unbiased, easy to
13 Lou Tim Peter Jean Mike Jeremy Chad Doug
14 Loretta Erik Jackie Juanita Molly Carl Buck Janet
understand.
15 Anne Joel Moira Marnie Ted Greg Duane Amanda
16 Don Gadis Balaji Al Takisha Dan Ryan Sam
Con You need a list,
17 Graham Scott Lorin Vince Jody Brian Tania Ralph and many populations
18 Bernie Karen Ed Liz Erika Marge Gene Pam are not listed (e.g.,
19 Joshua Gary Matt Sandra Aaron Heather Dorothy Evelyn
20 Bob Ken Ravi Cynthia Chris Parker Esther Linda
shoppers in a mall)
21 Bill Barbara Danielle Gerard Paul Rachel Frank Nicole
22 Jason Marcia Harold Cecilia Dick Mukesh Carole Melissa
23 Anandi Amy Thelma Andrew Ellie Jesus Darren Sally
24 Sharon Jill Ardith Peggy Joe Emily Arline Mark
25 Natasha Lee Melody Jose Lisa Joann Austin Mohan

Note If you chose the sample, you might try to avoid adjacent items, or
might try to "include" each row and column. That would not be random.
 Systematic Sample
Problem There are 200 college freshmen in a large lecture room. Choose 10 at random by picking
every 20th student starting in row 12, column 3 and going down and across.

1 2 3 4 5 6 7 8 Start Row Start Col k

1 Addie Leah Kristina Michele Bev Henry Xiaodong Kelly 12 3 20
2 Kay Pat Tara Brandon Eileen Melanie Tiffani Zak
3 Giovanni Ellen Stephen Nancy Kieran Lori Miron Toni
4 Diana Shamel Lindsay Theresa Erma Kate Staci Drew
5 Judy Aristo Pablo Anna Mohinder James Gloria Krystal
6 Majda Rick Sylvia Conrad Ursula Amber Charles Mary Pro No list required,
7 Sarah Oded Dean Kalisha Giselle Donna Dyan Vijay
8 Adam Laura Frances Kirk Tammy Nina Karloa Karl
easy to understand.
9 Latrice Haitham Randy John Angela Sean Juan Nivedita
Con Starting point must
10 Dennis Jennie Stephanie Matej Howie Trish Brett George
11 Floyd Sid LaDonna Tom Mabel Nicholas Bonnie Deepak be randomized, may be
12 Nathan Ginnie Mario Claudia Dmitri Kevin Blythe Dave hard "in the field."
13 Lou Tim Peter Jean Mike Jeremy Chad Doug
14 Loretta Erik Jackie Juanita Molly Carl Buck Janet
15 Anne Joel Moira Marnie Ted Greg Duane Amanda
16 Don Gadis Balaji Al Takisha Dan Ryan Sam
17 Graham Scott Lorin Vince Jody Brian Tania Ralph
Note For a finite population, we set
18 Bernie Karen Ed Liz Erika Marge Gene Pam
19 Joshua Gary Matt Sandra Aaron Heather Dorothy Evelyn k  N/n, and specify a method of
20 Bob Ken Ravi Cynthia Chris Parker Esther Linda recursion if we reach the end of the
21 Bill Barbara Danielle Gerard Paul Rachel Frank Nicole
list. This method is random unless
22 Jason Marcia Harold Cecilia Dick Mukesh Carole Melissa
23 Anandi Amy Thelma Andrew Ellie Jesus Darren Sally there is hidden periodicity in the
24 Sharon Jill Ardith Peggy Joe Emily Arline Mark population order.
25 Natasha Lee Melody Jose Lisa Joann Austin Mohan
 Cluster Sample
Data are freshman students to be interviewed about campus food. Each
cluster is a dormitory. There are 11 dorms (clusters). Choose 3 clusters But Barbara
at random, then select 3 persons from each selected cluster. came up twice,
and so did
Thelma!
Addie Bob Erik Frances Brandon Gerard Ted Sean Miron Carole
Kay Bill Joel Randy Nancy Cecilia Takisha Trish Staci Darren
Giovanni Jason Gadis StephanieTheresa Andrew Jody Nicholas Gloria Arline
Diana Anandi Scott LaDonna Anna Peggy Erika Kevin Charles Austin
Judy Sharon Karen Mario Conrad Jose Aaron Jeremy Dyan Kelly
Majda Natasha Gary Peter Kalisha Bev Chris Carl Karloa Zak
Sarah Leah Ken Jackie Kirk Eileen Paul Greg Juan Toni
Adam Pat Barbara Moira John Kieran Dick Dan Brett Drew
Latrice Ellen Marcia Balaji Matej Erma Ellie Brian Bonnie Krystal Sampled Items
Dennis Shamel Amy Lorin Tom Mohinder Joe Marge Blythe Mary Cluster Row Col X
Floyd Aristo Jill Ed Claudia Ursula Lisa Heather Chad Vijay 4 5 1 Barbara
Nathan Rick Lee Matt Jean Giselle Henry Parker Buck Karl 4 5 1 Barbara
Lou Oded Kristina Ravi Juanita Tammy Melanie Rachel Duane Nivedita 4 3 2 Peter
Loretta Laura Tara Danielle Marnie Angela Lori Mukesh Ryan George 10 1 1 Thelma
Anne Haitham Stephen Harold Al Howie Kate Jesus Tania Deepak 10 1 1 Thelma
Don Jennie Lindsay Thelma Vince Mabel James Emily Gene Dave 10 2 3 Dmitri
Graham Sid Pablo Ardith Liz Dmitri Amber Joann Dorothy Doug 8 5 1 Mukesh
Bernie Ginnie Sylvia Melody Sandra Mike Donna XiaodongEsther Janet 8 3 3 Karl
Joshua Tim Dean Michele Cynthia Molly Nina Tiffani Frank Amanda 8 5 2 Ryan

Pro Saves interviewer travel time.

Con Complex, often not worth the trouble.
 General Advice

• Do a cost/benefit before sampling

• Define the purpose before you plunge
• Expert advice can help with
• The sampling plan
• The sample sizes required
• Analysis of the sample