Sampling

Sampling

A researcher generally takes a small portion of the population for

study, which is referred to as sample. The process of selecting a
sample from the population is called sampling.
 Why Is Sampling Essential?

 Sampling saves time.

 Sampling saves money.
 When the research process is destructive in nature, sampling minimizes
the destruction.
 Sampling broadens the scope of the study in light of the scarcity of
resources.
 It has been noticed that sampling provides more accurate results, as
compared to census because in sampling, non-sampling errors can be
controlled more easily.
 In most cases complete census is not possible and, hence, sampling is
the only option left.
Steps in the sampling design process
 The Sampling Design Process
Step 1: Target population must be defined
 Target population is the collection of the objects which possess the
information required by the researcher and about which an inference
is to be made.
Step 2: Sampling frame must be determined
 A researcher takes a sample from a population list, directory, map,
city directory, or any other source used to represent the population.
This list possesses the information about the subjects and is called the
sampling frame.
 Sampling is carried out from the sampling frame and not from the
target population.
 The Sampling Design Process (Contd.)
Step 3: Appropriate sampling technique must be selected
 In sampling with replacement, an element is selected from the frame,
required information is obtained, and then the element is placed back in
the frame. This way, there is a possibility of the element being selected
again in the sample.
 As compared to this, in sampling without replacement, an element is
selected from the frame and not replaced in the frame. This way, the
possibility of further inclusion of the element in the sample is
eliminated.
Step 4: Sample size must be determined
 Sample size refers to the number of elements to be included in the
study.
Step 5: Sampling process must be executed
 Random Versus Non-random Sampling

 In random sampling, each unit of the population has the same

probability (chance) of being selected as part of the sample.
 In non-random sampling, members of the sample are not selected by
chance. Some other factors like familiarity of the researcher with the
subject, convenience, etc. are the basis of selection
Random and non-random sampling methods
 Random Sampling Methods

Simple Random Sampling

 In simple random sampling, each member of the population has an
equal chance of being included in the sample.
Stratified Random Sampling
 In stratified random sampling, elements in the population are
divided into homogeneous groups called strata.
 Then, researchers use the simple random sampling method to select
a sample from each of the strata. Each group is called stratum.
 In stratified random sampling, stratum should be relatively
homogenous and the strata should contrast with each other.
 Random Sampling Methods (Contd.)
 In cases where the percentage of sample
taken from each stratum is proportionate
to the actual percentage of the stratum
within the whole population, stratified
sampling is termed as proportionate
stratified sampling.

 In cases where the sample taken from

each stratum is disproportionate to the
actual percentage of the stratum within
the whole population, disproportionate
stratified random sampling occurs.
Stratified random sampling
based on educational levels
 Random Sampling Methods (Contd.)
Cluster (or Area) Sampling
 In cluster sampling, we divide the population into non-overlapping areas or
clusters.
 In stratified sampling, strata happen to be homogenous but in cluster
sampling, clusters are internally heterogeneous.
 A cluster contains a wide range of elements and is a good representative of
the population.

Diagram for cluster sampling

 Systematic (or Quasi-random) Sampling
 In systematic sampling, sample elements are selected from the
population at uniform intervals in terms of time, order, or space.
 A researcher wants to take a sample of size 30 from a population of size
900 and he has decided to use systematic sampling for this purpose.

 For obtaining the sample, the first member can be selected randomly and
after that every 30th member of the population is included in the sample.
Suppose the first element 3 is selected randomly and after this, every
30th element, that is, 33rd, 63rd, … element up to a sample size of 30 are
included in the sample.
 Multi-Stage Sampling
 As the name indicates, multistage sampling involves the selection of
units in more than one stage.

Multi-stage (four stages) sampling

 Non-Random Sampling
Sampling techniques where selection of the sampling units is not based on a
random selection process are called nonrandom sampling techniques.
Quota Sampling
 In quota sampling, certain subclasses, such as age, gender, income group,
and education level are used as strata. Stratified random sampling is
based on the concept of randomly selecting units from the stratum.
 However, in case of quota sampling, a researcher uses non-random
sampling methods to gather data from one stratum until the required
quota fixed by the researcher is fulfilled.
Convenience Sampling
 In convenience sampling, sample elements are selected based on the
convenience of a researcher.
 Non-Random Sampling (Contd.)
Judgement Sampling
In judgement sampling, selection of the sampling units is based on the
judgement of a researcher.

Snowball Sampling
In snowball sampling, survey respondents are selected on the basis of
referrals from other survey respondents.
 Sampling and Non-Sampling Errors
Sampling Error
Sampling error occurs when the sample is not a true representative of the
population. In complete enumeration, sampling errors are not present.
Sampling errors can occur due to some specific reasons:
 Faulty selection of the sample.
 Sometimes due to the difficulty in selection a particular sampling unit,
researchers try to substitute that sampling unit with another sampling unit
which is easy to be surveyed.
 Sometimes researchers demarcate sampling units wrongly and hence,
provide scope for committing sampling errors.
 Sampling and Non-sampling Errors (Contd.)

Non-Sampling Errors
All errors other than sampling can be included in the category of non-
sampling errors.

The following are some common non-sampling errors:

 Faulty designing and planning of survey
 Response errors
 Non-response bias
 Errors in coverage
 Compiling error and publication error
 Define the Target Population :

 It addresses the question “Ideally, who do you want to

survey?” i.e. those who have the information sought What are
their characteristics. Who should be excluded?

 It involves
 –defining population units
 –setting population boundaries
 –Screening (e.g. security questions, product use )
 Determine the Sampling Frame

Obtaining a “list” of population (how will you reach sample)

Students who eat at McDonalds?
young people at random in the street?
phone book
students listing
University mailing list

 Problems with lists

omissions
ineligibles
duplications
 Procedures

E.g. individuals who have spent two or more hours on

the internet in the last week