Sampling

Lecturer: Insert your name here

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 Sampling
Outline
• Define the Target Population
• Census Vs. Samples
• Sampling Techniques
• Probability Sampling
• Nonprobability Sampling

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 Define the Target Population
• Population is defined as the
entire group under study as
specified by the objectives of
the research project.
• It should be identified clearly
• For example, if population is
"everybody who might use our
services,” it would include
industrial, institutional, and
business users as well as
households.

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 Defining the Target Population
• The target population should be defined in terms
of elements, sampling units, extent, and time.
– (Who)An element is the object about which or from
which the information is desired, e.g., the respondent.
– (What) A sampling unit is the basic level of
investigation.
– (Where)Extent refers to the geographical boundaries.
– (When)Time is the time period under consideration.

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Defining the Target Population

– An element : 18 year old females

– A sampling unit :
• i.e. if generally 18 years old females then each female
surveyed is the sample unit and in this case the element is
the same as sample unit
• i.e. if specifically Households with 18 year old females then
households is the sample unit
– Extent : Living in Cairo
– Time: who have purchased x product in the past
month

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 Census Vs. Sample

Census
• A census is defined as an
accounting of the complete
population. It requires
information from everyone
in the population.

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 Census Vs. Sample
Sample
• Sample is a subset of
the population that
suitably represents that
entire group
• Sample Unit is the basic
level of investigation

Sample Sample Unit

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 Census Vs. Sample
Sample
• Sample Frame is a master source
of sample units in the population.
i.e. research panel, yellow pages,
customer database
Panel
• sample frame error is the degree
to which the sample frame fails to
account for all of the population.
– Incomplete, meaning it might omit
some units
– Inaccurate, meaning it may have
units that are not actually in the
population. Customer Database

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 Census Vs. Sample

Sample
• Sampling error is any error
in a survey that occurs
because a sample is used:
• Due to method of sample
selection
• the sample frame is not
completely faithful to the
population definition.
• the size of the sample

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 Census Vs. Sample

Sample Error

Sample Frame

Population

Sample
Sample Frame
Error
Sample Unit
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 Sampling Techniques

Sampling
Techniques

Probability Non Probability

Sampling Sampling
Techniques Techniques

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 Sampling Techniques
• Probability samples are samples in which
members of the population have a known chance
(probability)of being selected into the sample.
• Nonprobability samples are samples where the
chances (probability) of selecting members from
the population into the sample are unknown.

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 Probability Sampling

Probability Sampling Techniques

Simple Random Systematic Cluster Stratified

Sampling Sampling Sampling Sampling

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 Probability Sampling
Simple Random Sampling
• In Simple Random Sampling the probability of being selected into
the sample is equal for all members of the population
• The researcher uses random selection procedure that guarantees
each member of the population in the sample frame has an equal
chance of being selected into the sample.
– The Random Device Method (Blind Draw)
– The Random Numbers Method

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 Probability Sampling

Simple Random Sampling 1 6 11 16 21

• If we have sample frame
2 7 12 17 22
of 25 respondents and we
need to choose 5 3 8 13 18 23
• Computer choose 4 9 14 19 24
randomly five
respondents 5 10 15 20 25

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 Probability Sampling
Systematic Sampling
• Using a sample frame that lists members of the population, the researcher
selects a random starting point for the first sample member.
• A constant skip interval, calculated by dividing the number of population
members in the sample frame by the sample size, is then used to select
every other sample member from the sample frame.
• A skip interval must be used so that the entire list is covered

• This procedure accomplishes the same end as simple random sampling,

and it is more efficient.

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 Probability Sampling

Systematic Sampling 1 6 11 16 21
• For example, there are 25
elements in the population 2 7 12 17 22
and a sample of 5 is desired.
In this case the sampling 3 8 13 18 23
interval is 5.
• A random number between 1 4 9 14 19 24
and 25 is selected. If, for
example, this number is 2, the 5 10 15 20 25
sample consists of elements
2,7,12,17,22.

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 Probability Sampling
Cluster Sampling
• The sample frame is divided into groups called clusters, each of which
must be considered to be similar to the others.
• The researcher can then randomly select a few clusters and perform a
census of each one (one stage).
• Alternatively, the researcher can randomly select more clusters and take
samples from each one (two stage).
• This method is desirable when highly similar clusters can be easily
identified, such as subdivisions spread across a wide geographic area.

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 Probability Sampling

Cluster Sampling A B C D F
• One Stage Cluster Sampling
1 6 11 16 21
• Randomly select one
2 7 12 17 22
cluster, for example A
• All respondents within the 3 8 13 18 23
cluster (A) are surveyed 4 9 14 19 24
5 10 15 20 25
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 Probability Sampling

Cluster Sampling A B C D F
• Two Stages Cluster Sampling
1 6 11 16 21
• Randomly select 3 clusters, B, D,
and E.
2 7 12 17 22
• Within each cluster, randomly
select one or two elements.
3 8 13 18 23
• The resulting sample consists of
population elements 7, 18, 20, 21, 4 9 14 19 24
and 23. Note, no elements are
selected from clusters A and C.
5 10 15 20 25
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 Probability Sampling
Cluster Sampling

Divide Population into Cluster

Randomly Sample Clusters

One Stage Two-Stage

Randomly
Include All Elements Sample Elements
from Each Selected from Each Selected
Cluster Cluster

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 Probability Sampling
Stratified Sampling
• If the population is believed to have a skewed
distribution for one or more of its distinguishing factors
(e.g., income or product usage)

• the researcher identifies subpopulations in the sample

frame called strata. A simple random sample is then
taken of each stratum.

• Weighting procedures may be applied to estimate

population values

• This approach is better suited than other probability

sampling methods for populations that are not
distributed in a bell-shaped pattern (i.e., skewed).
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 Probability Sampling
Stratified Sampling
• proportionate stratified sample A B C D F
If the strata sample sizes are
faithful to their relative sizes in
the population 1 6 11 16 21
• i.e. families without young
children account for 70% of the 2 7 12 17 22
population, whereas families with
young children accounted for the 3 8 13 18 23
remaining 30%. then a sample of
100 should contain
4 9 14 19 24
– 70 families without young children
– 30 families with young children 5 10 15 20 25
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 Probability Sampling
Stratified Sampling
• Disproportionate stratified sampling The sample percentage
does not = the population percentage
• a weighted formula needs to be used because the strata sizes
do not reflect their relative proportions in the population.
• Formula for weighted mean
– Mean population = (meanA)(proportionA) + (meanB)(proportionB)
– where A signifies stratum A, and B signifies stratum B.

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 Probability Sampling
Stratified Sampling
• i.e. A researcher separates a population into two strata. Stratum A is families
without young children, and stratum B is families with young children.
• When asked to use a scale of 1-5 to rate their hotel service the means were
computed to be 2.0 (fair) for the families with young children stratum B sample
and 4.0 (very good) for the families without young children stratum A sample.
• The researcher knows from census information that families without young
children account for 70% of the population, whereas families with young children
accounted for the remaining 30%.
• The weighted mean rating for hotel service is
(.7)(2.0) + (.3)(4.0) = 2.6 (between fair and good).

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 Nonprobability Sampling

Nonprobability Sampling Techniques

Convenience Judgmental Snowball Quota

Sampling Sampling Sampling Sampling

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 Nonprobability Sampling
Convenience Sampling
• convenience samples are samples drawn at the
convenience of the interviewer
• Often, respondents are selected because they happen
to be in the right place at the right time i.e. use of
students and members of social organizations, mall
intercept interviews, people on the street interviews
• Choosing criteria is subjective rather than objective.
• members of the population are automatically
eliminated from the sampling process.

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 Nonprobability Sampling
Judgmental Sampling
• Judgment samples are samples that require a
judgment or an “educated guess” as to who
should represent the population
• highly subjective

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 Nonprobability Sampling
Snowball Sampling
• Snowball samples Sometimes called “Referral Samples”
require respondents to provide the names of prospective
respondents.
• In the beginning researcher compiles a short list of possible
respondents that is smaller than the total sample, after each
respondent is interviewed, they provide the names of other
possible respondents.
• Referral samples are most appropriate when there is a limited
sample frame and when respondents can provide the names
of others who would qualify for the survey.
• referral samples are often useful in industrial marketing
research situations.

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 Nonprobability Sampling
Quota Sampling
• Quota Samples Specified percentages of
the total sample for various types of
individuals to be interviewed i.e. 50%
males and 50% females.
• fieldworker is provided with screening
criteria that will classify the potential
respondent into a particular quota
group.
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 Developing a Sample Plan
Define the population description of the group under investigation using
precise characteristics such as demographics, buyer
behavior,…etc.
Obtain a sample frame some master source(s) that uniquely identifies all the
units in the population

Decide on the sample Choose between probability and Nonprobability sampling

method methods

Decide on the sample size If a probability sampling plan is selected, use a formula;

Draw the sample select potential respondents from the sample frame
Validate the sample By judging if the sample characteristics matches the
known distribution of these characteristics in the
population
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 Probability Sample

Burns, Bush,
Marketing
Research

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 Nonprobability Sample
• These sample sizes
have been
determined based on
experience and can
serve as rough
guidelines,
particularly when
non-probability
sampling techniques
are used.
Malhotra, Birks, Marketing Research An Applied Approach

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