SAMPLING

• Sampling is the process of selecting a portion of the

population to represent the entire population so that
inferences about the population can be made.
• This process of selecting representative units from an
entire population of a study is sampling.
 The need to sample
Sampling- a valid alternative to a census when;

• A survey of the entire population is impracticable

• Budget constraints restrict data collection
• Time constraints restrict data collection
• Results from data collection are needed quickly
• Quantitative researchers seek to select samples that will allow
them to achieve statistical conclusion validity and to generalize
their results – sampling plan
• Qualitative researchers are more interested in developing a
rich, holistic understanding of the phenomenon of interest –
make sampling decisions during course of data collection
 • Random selection
PROBABILITY • Representativeness

• No Random selection
NON • Poor representation, bias
PROBABILITY
 Non Probability Sampling technique
• Non probability is a technique wherein the samples are
gathered in a process that does not give all the individuals in
the population equal chances of being selected in the sample
• Elements are chosen by choice not by chance
 Uses of Non-probability Sampling
• When it is needed to show that a particular trait is existent in
the population
• In a qualitative, pilot or exploratory study
• In a limited budget, time and workforce
 Types of Non Probability Sampling

• Based on ease of • Deliberately select

Accessibility sample conform to
some criteria

Convenient Purposive

Quota Snowball

• Relevant characteristics are used to • Referred by

segregate the sample to improve its current sample
representativeness elements
 Convenience Sampling
• Subjects are selected due to their convenient accessibility and proximity
to the researcher.
• Sample as per ease of access, readiness to be a part of the sample,
availability at a given time slot or any other practical specifications of a
particular element. 
When to Use 

• There are three primary reasons why a researcher would opt for
convenience sampling—population size, timeframe, and
accessibility.
• Convenience sampling is best for pilot testing and hypothesis
generation. 
• When dealing with a large sample size within a limited
timeframe. 
Advantages
1. It is easiest, cheapest and least time consuming
2. Immediate Research outcomes 
3. Fewer Rules to Follow
Disadvantages
4.Prone for sampling bias.
5.Poor representation of the actual population.
6.Findings cannot be generalized on the population
 Purposive /Judgmental Sampling

• The subjects are chosen only on the basis of the researcher’s

knowledge and judgment.
• Used when a limited number of individulas possess the trait of
interest
Advantages
1. It is simple to draw sample
2. Useful in exploratory studies
3. Less field work
Disadvantages
4.Requires knowledge about the population
5.Not always reliable- bias may exist
 Snowball Sampling
• Also called as network/chain sampling is a variant of convenient
sampling.
• This method is used to identify the subjects who are hard to locate.
Types of Snowball Sampling
1. Linear Snowball Sampling

2. Exponential Non-discriminative Snowball Sampling

 
3. Exponential Discriminative Snowball Sampling
Advantages
1. Accelerated Sampling: 
2. Cost-effective Sampling: 
3. It requires little planning and fewer workforce
Disadvantages
4. It is challenging to identify any sampling errors
5. Researcher has little or no control over the sampling method,
and relies mainly on the referrals from already-identified
participants. 
6. It can trigger sampling bias in study due to a lack of
representation of the population of interest. 
 Quota Sampling
• In this the researcher identifies the population strata and determines how
many participants are needed from each stratum. It is an extremely quick
method of collecting samples.
• Quota sampling is a type of stratified sample in which selection of cases
within strata is entirely non-random.
There are four steps to follow when creating a quota
sampling;
1. Segregate your sample population into subgroups
2. Find out the proportion of each of the subgroups
3. Choose the right sample size
4. Use the selected quota to conduct your survey
STRATA POPULATION QUOTA CONVENIENT

Male 100 (20%) 20 (20%) 5 (5%)

Female 400 (80%) 80 (80%) 95 (95%)

Total 500 (100%) 100 (100%) 100 (100%)

Advantages
1. Easy to administer.
2. Fast to create and complete.
3. Inexpensive.
Disadvantages
4. Selection is not random.
5. Selection bias poses a problem
There are four steps to follow when creating a quota sampling;
1. Segregate your sample population into subgroups
• Divide the total population into two equal subgroups. The characteristics of each
subgroup will be limited to that group. What this means is that a subgroup can be the
treatment group while the other group will be the control group. You can then use a
random method of selection. 
• 2. Find out the proportion of each of the subgroups
• Once you have divided your population into two subgroups, find out the proportion of
each subgroup in the entire population and maintain this percentage.
• Let us look at this example. If 62% of people show interest in purchasing headphones
from your company, and they’re between the age of 30 to 40 years, your subgroup
should represent the same percentage of people within this same age group.
• 3. Choose the right sample size
• Bear in mind the evaluated proportions in the above steps and ensure to maintain
them while selecting your sample size. For example, if your population is 2000, you
can have a sample size of 200. The important thing is for your sample size to
represent the population.
• 4. Use the selected quota to conduct your survey
• If you want accurate results and error-free research, focus on analyzing the predicted
quota to gather your results. Also ensure all surveys are completed.