RESM7901 POSTGRAD

RESEARCH METHODOLOGY
Prof. Dr Faridah Ibrahim
LECTURE 5A
FBIHS, IUKL
SAMPLING
 DEFINITION

A systematic process of selecting

the case under study from a
specific population identified for
the research
 Population

 A group of subject, variables, concepts or

phenomenon
 Also known as census
 A sample is the subset population that
represents the whole population)
 Population size
95% (Confidence level)
5% (sampling error)
(Krejcie & Morgan 1970. Educational and psychological
measurement, pp 607)

Pop. size Sample size Pop. size Sample size

50 44 1000 278
120 92 1500 306
150 108 3000 341
200 132 5000 357
300 169 50,000 381
500 217 75,000 382
1,000,000 384
above
 Type of sample
 PROBABILITY
 A sample using mathematical procedure
 NON-PROBABILTY
 A sample that does not follow mathematical
procedure
 Probability sampling

Definition
Every subject has equal chance to be
selected
Probability decisions based on:
Cost
Time
Purpose of study
Error accepted
 Non probability sampling

Types of sampling

 Ready/Existing sample (STUDENTS GROUP)

 Volunteer
 Purposive – based on
characteristics,specific quality
 Probability sampling

4 types
 Simple random sampling
 Stratified random sampling
 Cluster sampling
 Systematic sampling
 Simple random sampling

5 steps in choosing sample

1. select a complete sampling frame
2. every member is given a specific
number
3. determine the sampling size
 Simple random sampling..cont
 4.the right size is selected through a
random number

 5. the respondent is chosen by simple

random – replacement/non
replacement
 Example of simple random

 SUPPOSE YOU NEED 500 PEOPLE IN AN

INSTITUTION. EVERY MEMBER IS GIVEN
A NUMBER FROM 1 TO 500.
 The number is placed in a box and 1/500 is
selected (if replaceable). If non-
replaceable, the number would be 1/499;
1/498; 1/497..
Advantages & disadvantages of simple
random sampling
Advantages
everybody has equal chance to be selected
can identify sampling error
a basis for all types of random sampling
does not need a thorough knowledge on
population
 Disadvantages of simple random
sampling
 Not suitable for all situation especially when
population is heterogeneous
 Lottery can be erroneous
 high cost incurred
 Stratified sampling (proportionate and
disproportionate)

 Stratifiedor unstratified
the basic strata is separated from the
population
- sample is selected from each strata
Example of propotionate and disproportionate
stratified sampling

 PROPORTIONATE STRATIFIED SAMPLING

(EXAMPLE : 30:70 , meaning 30% male AND 70%
female) based on the real size.
 hence, if 500 samples are needed (then need 150
males and 350 females)
 Example of proportionate and
disproportionate stratified sampling

 (DISPROPORTIONATE STRATIFIED
SAMPLING - NOT EQUAL SAMPLING)

 EXAMPLE: IN A POPULATION OF 30% MALE

AND 70% FEMALE, YOU NEED A 50:50
GENDER DIVISION ; HENCE YOU NEED TO
SELECT 250 MALE AND 250 FEMALE FOR A
500 SAMPLE.
 ADVANTAGES OF PROPORTIONATE
STRATIFIED SAMPLING

 MORE REPRESENTATIVE OF THE POPULATION

 CAN COMPARE WITH OTHER POPULATION
 SELECTION MADE THRU HOMOGENEOUS GROUP
 REDUCE SAMPLING ERROR
 ENABLE EASIER HANDLING OF RESEARCH
ADMINISTRATION
 DISPROPORTIONATE STRATIFIED
SAMPLING
ADVANTAGES
 TIME SAVING
 EASIER TO SELECT BASED ON PURPOSE OF STUDY

DISADVANTAGES
 SAMPLING COMPOSITION MIGHT CONSIST OF ALL THE
IMPORTANT ELEMENTS IN THE POPULATION

 NEED TO KNOW POPULATION COMPOSITION

 CLUSTER SAMPLING

ESPECIALLY WITH WIDE AREA AND LIMITED

RESOURCES

PROCEDURE:
 DIVIDE RESEARCH LOCATION BASED ON AREAS (ASSIGN
NUMBERS TO EACH AREA DAN MAKE SELECTION)
 CHOOSE ELEMENT FROM EACH AREA BY SIMPLE
RANDOM
 EXAMPLE OF CLUSTER SAMPLING

 TOTAL POPULATION 50,000 AND YOU NEED 200

RESPONDENTS
 DIVIDE THE POPULATION INTO SEVERAL
CLUSTER , FOR EXAMPLE 500 AREAS. THEN
SELECT FOUR AREAS BY SIMPLE RANDOM.
 IF THERE ARE 500 PEOPLE IN EACH AREA, THEN YOU
NEED TO CHOOSE 50 PEOPLE FROM EACH AREA BASED
ON SIMPLE RANDOM
 CLUSTER SAMPLING
ADVANTAGES
 SUITABLE FOR BIGGER POPULATION DAN
WIDER AREA
 REDUCE COST IF CLUSTER IS PROPERLY
SELECTED (SAFE COST AND TIME)
 JUST REQUIRE TO LIST DOWN
POPULATION FOR THE SELECTED AREA
 CLUSTER SAMPLING

DISADVANTAGES
 EACH CLUSTER DOES NOT ALWAYS HAVE
SIMILAR UNIT OF SELECTION
 NEED TO DETERMINE PURPOSE OF STUDY
 SYSTEMATIC SAMPLING
 1. DETERMINE THE RANGE OF SELECTION BY BEGINNING
WITH THE FIRST SAMPLE
 2. THE FIRST NUMBER NEED TO BE CHOSEN BY
RANDOM
 FOR EXAMPLE: IF YOU NEED 100
RESPONDENTS FROM 1000 PEOPLE. IDENTIFY
THE RANGE: 1000 DIVIDED BY 100 = 10. If
the first number is 5 (ramdomly selected),
then the next person is number 15, and the
third person is number 25, fourth person,
number 35…
 SYSTEMATIC SAMPLING

ADVANTAGES
 PRACTICAL AND EASY TO CHOOSE
 FREQUENTLY USED WHEN SELECTING WITHOUT
SAMPLING FRAME
 MORE ACCURATE COMPARED TO SIMPLE RANDOM
 LESSER COST
 SYSTEMATIC SAMPLING

DISADVANTAGES
 DOES NOT GIVE EQUAL CHANCE FOR
EACH ELEMENTS TO BE SELECTED

 MIGHT SELECT INAPPROPRIATE

ELEMENTS
 NON PROBABILITY SAMPLING

 SUITABLE IF THERE IS NO SAMPLING FRAME

(EG. CIGARETTE SMOKERS)
2 TYPES:
 QUOTA sampling
 PURPOSIVE sampling
 Quota sampling

 Same as stratifies; but selection of

strata does not follow simple
random
 Used both control –
independent/free and mixed
 Example of quota sampling
 Free control  Mixed control
Gender Age Class Gender/ Hi Mid Low
age
M 11 3 4 13
M 22 20-30 hi F9
F 18 = 20 =10 (age 20-30)
31 mid =
above 10
M 11 7 6 7
= 20 low=
F9
20
(Age 31
40 40 40 above)
 Quota sampling

Advantages
 Lower cost
 Easy to manage
 Good for immediate decision
 Practical if population has no sampling
frame.
 Quota sampling
 Disadvantages
 Difficult to identify sampling error because
did not follow simple random
 Difficult to get representative population
 Control not effective , for e.g. social class
 To control on interviewer and interviewee
 Purposive sampling

 identify the respondents according to need of

study (Portuguese; French; Soldiers)
 good for initial research
 good for exploratory
 to test questionnaire
 get immediate feedback
 Other non probability sampling
 Snow ball technique
 Convenience sampling
 Street Poll/Mall intercept
 Volunteer sample
 Available sample

 (Main issues: Non representative of actual

population; Bias; Inaccurate estimates)
 APPLICATIONS & CLASS ACTIVITY 1
IDENTIFY THE TYPES OF SAMPLING YOU WILL BE
USING FOR THE FOLLOWING STUDIES:

 a. You want to find out the perception of

university students regarding three year
undergraduate program.
 b. You want to identify factors related to
unemployment among university students.
 c. You want to identify determinant factors in
newsroom decision making.
 d. You want to find out the influence of TV
animation on children’s behaviour.
 MORE SAMPLING PRACTICES
 What sampling technique might be appropriate for the following
research projects?
 a. A pilot study to test whether people understand the directions in an
online questionnaires.
 A study to determine who buys smart phones.
 A study to determine the demographic makeup of the audience for
local TV shows.
 A content analysis of commercials during Saturday morning children’s
show.
 A survey examining the differences between newspaper readership
and online newspaper viewership.