Sample Design and Sampling Procedure

Lesson Plan
1. Population vs samples, reasons of sampling;
2. Stages in selection of sample;
3. Type: non-probability and probability sampling;
4. Non-probability: convenience, judgment, quota
and snowball sampling;
5. Probability sampling: simple random, systematic,
stratified, multi-stage random sampling and cluster
sampling;
6. Determination of appropriate sample design,
sample size and factors affecting the size.
 1. Population vs samples, reasons of sampling
Two methods of collecting primary data, the raw
materials for research:
(i) Census method (or complete enumeration),
and
(ii) Sample method (or partial enumeration).
Census method: When data are collected from
each and every unit belonging to the population
or universe. Population is the complete set of
items belonging to the population or universe. For
example, population census is conducted after
every 10 years, census of manufacturing
 Contd..

Advantages:
• Information is obtained from each and every unit
• Greater accuracy;
• no sampling errors.
Disadvantages: 
• Expensive: huge amount of money is required;
• Excessive time;
• Huge manpower resources,
• Non-sampling error and
• Destruction of investigated units: Sometimes for checking
the quality, produced/procured item is required to be broken
into pieces for identifying physical and chemical properties.
Hence census method is not acceptable always.
.
 Contd..

Sampling: In sampling method only a part of the

population is studied, based on which conclusions are
drawn.
Advantages:
• Pragmatic: sample survey can be conducted with less
money, less manpower and less financial & technical
resources with required precision level.  
• Accurate and reliable results: In sample increased
accuracy can be ensured if the survey is properly
designed and field work and data processing are closely
monitored.
• Destruction of test results for quality control
 Conclusions

In spite of huge cost of resources (money, time

and manpower), census survey has been
undertaken periodically because:
• it is inclusive, covers each and every unit of a
target population. Hence for planning it is a
basic document and
• findings obtained in sample surveys are
adjusted based on the census findings from
time to time.
 2. Stages in selection of a sample
Stages of sample selection:
(i) Define target population  (ii) Select a sampling
frame (iii) Determine sampling unit  (iv)
Determine sampling method  (v) Define sampling
procedure (vi) Determine sample size  (vii)
Allocate sample size between different units  (viii)
Draw sample, and (ix) Conduct field work.

Target population: It is vitally important to carefully

define the target population: ‘who we collect data
from’. It is the complete group of specific population
elements relevant to a research project.  
 Contd..
Sample frame: list of elements from which the sample is
drawn. In other words, it is the list of working population.
Sampling units: This is the unit of population to be
investigated. It can be a household, or a consumer, or a
business unit (firm), or an employee of a firm, or even a
group of people (say a village or a Para), etc.
Sampling method: Broadly two methods- probability and
non-probability. Each type can be further subdivided into
a number of methods.
Sampling procedure: Procedure which is adopted to
select sample items.
Sample size: No of respondents from which data will be
collected.
 3. Type: Probability vs Non-probability

Broadly two types: Probability and non-probability sampling.

Probability samples are based on chance factor without any biasness.
Every element has a known non-zero probability of being selected.
Several techniques (or methods):
• Simple random sampling
• Stratified sampling
• Systematic sampling,
• Cluster sampling, and
• Multi-stage random sampling.
Non-probability sampling is arbitrary or subjective; researchers
heavily rely on personal judgment or convenience. Various types:
• Convenience sampling (haphazard or accidental sampling)
• Judgment or purposive sampling
• Quota sampling, and
• Snowball sampling.
 4.Non-probability sampling

Convenience sampling (haphazard or accidental)

refers to samples most conveniently available. For
example it is convenient and economic to sample
employees in a nearby area easily accessible to
enumerator.
Judgment (or purposive) sampling is based on
researcher’s judgment about some appropriate
characteristic of the sample elements. The
researcher selects a sample to serve a specific
purpose.
 Contd..
Quota sampling: The purpose of quota sampling is to
ensure that the various subgroups in a population
are represented on pertinent sample characteristics
to the exact extent the investigators desire. Quota
sampling should not be confused with stratified
sampling.
Snowball sampling refers to a variety of procedures
in which initial respondents are selected by
probability method and the additional respondents
are obtained from information provided by initial
respondents. This technique is used to locate
members of rare populations by referrals
 5. Probability sampling

Simple random sampling is a probability technique

in which each and every element has the equal
chance of being selected in the sample. If the target
population is homogeneous, simple random is
probably the best method. In this case small sample
size can serve the purpose. Hence it is less expensive
and less time consuming. In case of heterogeneous
population it is essential to use either stratified or
systematic sampling.
Two methods:
• lottery method
• random number table method
 Contd..

Stratified sampling: Target population is divided into

several groups and then from each group the required
number of samples is drawn. Elements within a stratum are
homogeneous with respect to certain characteristics, but
between strata elements are heterogeneous. For using
stratified sampling, listing (or census) of elements by strata
is needed. There can be proportional as well as
disproportional stratified random sampling. If the number
of units drawn from each stratum is proportional to the
population size of the stratum, the sample is known as
proportional stratified sampling. Sometimes, however, a
disproportional stratified sample is selected to ensure an
adequate number of sampling units in every stratum for an
analytical consideration.
 Contd..
Systematic sampling: Procedure in which an initial
starting (or the first) sample element is selected by
random process and then the remaining elements
are selected after every nth number from the list.
Suppose in the BGMEA Directory there are 5,000
names of firms (N) engaged in exporting
readymade garments items. Let the sample size (n)
is 500 firms. In this case interval (k) =N/n (where N
is the number of population & n is the sample). In
in our example, k=5,000/500=10. This means that
every 10th firm will be selected as the sampling
unit.
 Contd..
Cluster sampling: Cluster is generally an area. Primary
sampling unit is the geographical area known as the cluster.
Population within the cluster is heterogeneous. But clusters
are more or less homogeneous. From each cluster using
either stratified or systematic sampling, required number of
sample is selected.
Multi-stage sampling involves two or more steps that
combine a number of the probability sampling techniques.
For example: in the first stage, form each administrative
division, one district is selected randomly; in the second
stage from each selected district, one upazila is selected
randomly. In this way in third stage one union, in fourth stage
one village and in last stage one cluster is selected randomly.
 6. Sample size
The larger the sample, the more accurate is the research.
On the other hand the higher the sample higher is the cost.
So there should be a compromise.
Three factors are required to determine the sample:
• variance or heterogeneity of the population (SD)
• magnitude of acceptable error (judgment)
• confidence level.
Typical source of information:
Standard deviation (S)-pilot study or rule of thumb
 Magnitude of error (E)-managerial judgment or calculation
 Confidence level (Z)-managerial judgment
Proportions: Knowledge on confidence intervals
Researchers are frequently concerned with
determining sample size for problems relating to
estimating population proportions.
n= Z2pq/E2
Where, n= number of items in sample
Z2= square of the confidence level in standard
error units
p= estimated proportion of success
q= (1-p) or estimated proportion of failure
E2= square of maximum allowance for error
 Influence of population size on sample
The finite population correction factor:
((N-n)/(N-1))
The resulting percentage is multiplied by the
initial sample size