Chapter 5 1

S TA G E 2 : S A M P L I N G D E S I G N

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 Learning Objectives
Understand . . .
• The six tasks that comprise sampling design.
• The premises on which sampling theory is based.
• The characteristics of accuracy and precision for measuring
sample validity.
• The two categories of sampling methods and the variety of
sampling techniques within each category.
• The various sampling techniques within each category.

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 Sampling
Design in
the
Research
Process

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 Sampling Design and Data Security

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 Steps in Sampling Design

Define Target Population & Case

Define Population Parameters

Define & Evaluate Sample Frames

Define Number of Cases

Define Sampling Method

Define Selection & Recruiting

Protocols

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 Exhibit 5-2:
Common
Types of
Target
Populations
in Business
Research 2

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 Metro U Dining Study

Who would patronize the club?

How much would a they spend?

What days would be most popular?

What menu and service formats?

How often would they use the club?

Who would join the club?

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 Step 2 in Sampling Design

Define Target Population & Case

Define Population Parameters

Define & Evaluate Sample Frames

Define Number of Cases

Define Sampling Method

Define Selection & Recruiting

Protocols

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 Data Types Review

Data Type Data Characteristics Example

Nominal Classification Respondent type (faculty, staff,
student)
Ordinal Classification and order Preferred doneness of steak (well
done, medium well, medium rare, rare)
Interval Classification, order, & How rated last restaurant experience
distance (scale of 1-10; l = very poor, 10 =
exceptional)
Ratio Classification, order, Average $ amount spent per person for
distance, & natural origin last dinner in restaurant.

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 Metro U: Population Parameters 1

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 Metro U: Population Parameters 2

Population Parameter of Interest Data Level and Measurement Scale

Frequency of eating on or near • Ratio data (actual number of eating
campus at a restaurant within the experiences).
last 30 days • Ordinal data (less than 5 times per
month, greater than 5 but fewer
than 10 times per month, greater
than 10 times per month).
Proportion of student/employees • Nominal data (interested, not
expressing interest in the dining club interested).

Proportion of students/employees • Interval data ($5–9.99, $10–14.99,

spending money per person per visit $15–19.99, $20–24.99, $25–29.99).

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 Step 3 in Sampling Design

Define Target Population & Case

Define Population Parameters

Define & Evaluate Sample Frames

Define Number of Cases

Define Sampling Method

Define Selection & Recruiting

Protocols

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 Sample Frame

List of elements in population

Complete and correct

Error rate increases over time

May include elements that

must be screened out

International frames most

problematic

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 Problems with Sample Frame

Incomplete list

Out-of-date list

Too inclusive a list

Inappropriate List

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 Communities

Engaged, loyal to company

Digitally literate individuals

Want to share ideas, concerns

Two types: private and public

Strength: fast, cheap answers

Emerging: Use in innovation

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 Metro U Sample Frame

University directory?

Modify directory with student

enrollment additions?

Modify directory with student

enrollment deletions?

Registrar’s list?

Craft a list to include students,

faculty, administration & alumni in
area?

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 Step 4 in Sampling Design

Define Target Population & Case

Define Population Parameters

Define & Evaluate Sample

Frames

Define Number of Cases

Define Sampling Method

Define Selection & Recruiting

Protocols

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 The Basic Idea Behind a Sample

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 Census versus Sample

Census
Sample

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 When Is a Census Appropriate?

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 Why Use a Sample?

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 What Is a Valid Sample?

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 Sources of Error

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 What Is a Sufficiently Large Sample?

“In recent Gallup ‘Poll on polls,’ . . . When asked

about the scientific sampling foundation on which
polls are based . . . most said that a survey of 1,500
– 2,000 respondents—a larger than average sample
size for national polls—cannot represent the views
of all Americans.”

Frank Newport
The Gallup Poll editor in chief
The Gallup Organization

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 When to Use a Larger Sample?

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 Step 5 in Sampling Design

Define Target Population & Case

Define Population Parameters

Define & Evaluate Sample

Frames

Define Number of Cases

Define Sampling Method

Define Selection & Recruiting

Protocols

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 Exhibit 5-6: Types of Sampling Designs 2

Case Selection Representation Basis Representation Basis

of Probability of Nonprobability
Unrestricted Simple random Convenience
Restricted Complex random Purposive
• Systematic. • Judgment.
• Cluster. • Quota.
• Stratified. • Snowball.
• Double.

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 Simple Random

Advantages Disadvantages
• Easy to implement with • Requires list of
random dialing. population elements.
• Time consuming.
• Larger sample needed.
• Produces larger errors.
• High cost.

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 Systematic

Advantages Disadvantages
• Simple to design. • Periodicity within
• Easier than simple population may skew
random. sample and results.
• Easy to determine • Trends in list may bias
sampling distribution of results.
mean or proportion. • Moderate cost.

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 Stratified
Advantages
• Control of sample size in
strata.
• Increased statistical
efficiency.
• Provides data to
represent and analyze
subgroups.
• Enables use of different
methods in strata.
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Disadvantages
• Increased error if
subgroups are selected
at different rates.
• Especially expensive if
strata on population must
be created.
• High cost.
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 Cluster

Advantages Disadvantages
• Provides an unbiased • Often lower statistical
estimate of population efficiency due to
parameters if properly subgroups being
done. homogeneous rather than
• Economically more heterogeneous.
efficient than simple • Moderate cost.
random.
• Lowest cost per sample.
• Easy to do without list.

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 Stratified and Cluster Sampling 2

Stratified Sampling Cluster Sampling

1. We divide the population into a few 1. We divide the population into many
subgroups. subgroups.
• Each subgroup has many cases • Each subgroup has few cases in it.
in it. • Subgroups are selected according to
some criterion of ease or availability
• Subgroups are selected in data collection.
according to some criterion that is
related to the variables under
study.
2. We try to secure homogeneity 2. We try to secure heterogeneity within
within subgroups. subgroups
3. We try to secure heterogeneity 3. We try to secure homogeneity between
between subgroups. subgroups.
4. We randomly choose cases from 4. We randomly choose several
within each subgroup. subgroups that we then typically study
in depth.

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 Area Sampling

Well defined political or

geographical boundaries

Low cost

Frequently used

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 Double Sampling

Advantages
• May reduce costs if first
stage results in enough
data to stratify or cluster
the population.
Disadvantages
• Increased costs if
discriminately used.

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 Nonprobability Samples

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 Nonprobability Sampling Methods

Convenience

Judgment

Quota

Snowball

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 Step 6 in Sampling Design

Define Target Population &

Case
Define Population Parameters

Define & Evaluate Sample

Frames

Define Number of Cases

Define Sampling Method

Define Selection & Recruiting

Protocols

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 How to Choose a Random Sample
Selecting a random sample is accomplished with the aid of computer software, a table of random numbers, or a
calculator with a random number generator. Drawing slips out of a hat or Ping-Pong balls from a drum serves as
an alternative if every case in the sample frame has an equal chance of selection. Mixing the slips (or balls) and
returning them between every selection ensures that every case is just as likely to be selected as any other.
A table of random numbers (such as Appendix D, Exhibit D-10) is a practical solution when no software program
is available. Random number tables contain digits that have no systematic organization. Whether you look at
rows, columns, or diagonals, you will find neither sequence nor order. Exhibit C-1 in Appendix C is arranged into
10 columns of five-digit strings, but this is solely for readability.
Assume the researchers want a sample of 10 from a population of 95 cases. How will the researcher begin?

1 Assign each case within the sample frame a unique number from 01 to 95.
2 Identify a random start from the random number table. Drop a pencil point-first
onto the table with closed eyes. Let’s say the pencil dot lands on the eighth
column from the left and 10 numbers down from the top of Exhibit C-1, marking
the five digits 05067.
3 Determine how the digits in the random number table will be assigned to the
sample frame to choose the specified sample size (researchers agree to read
the first two digits in this column downward until 10 are selected)
4 Select the sample cases from the sample frame (05, 27, 69, 94, 18, 61, 36, 85,
71, and 83) using the above process. (The digit 94 appeared twice and the
second instance was omitted; 00 was omitted because the sample frame
started with 01.)

Other approaches to selecting digits are endless: horizontally right to left, bottom to top, diagonally across
columns, and so forth. Computer selection of a simple random sample will be more efficient for larger projects
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 Ethical Issues

Deception

Incentives

Quality

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 Key Terms 1

• Area sampling. • Nonsampling error.

• Case. • Population parameters.
• Census. • Population proportion of incidence.
• Cluster sampling. • Probability sampling.
• Community. • Proportionate stratified sampling.
• Convenience sample. • Quota sampling.
• Disproportionate stratified sampling. • Sample.
• Double sampling. • Sample frame.
• Judgment sampling. • Sample statistics.
• Nonprobability sampling. • Sampling.
• Nonresponse error.

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 Key Terms 2

• Simple random sample.

• Skip interval.
• Snowball sampling.
• Stratified random sampling.
• Sampling error.
• Systematic sampling.
• Systematic variance.
• Target population.

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