Sampling

Techniques
What is
• Sampling is the process of selecting a
Sampling? representative group from the
population under study.

(McCombes, 2020)
 • Sampling definition: Sampling is
What is a technique of selecting
Sampling? individual members or a subset
of the population to make
statistical inferences from them
and estimate characteristics of
the whole population.
 • Different sampling methods are
What is widely used by researchers
Sampling? in educational and market
research so that they do not
need to research the entire
population to collect actionable
insights.
 • It is also a time-convenient and a
cost-effective method and hence
What is forms the basis of any 
Sampling? research design.

• Sampling techniques can be used

in a research survey software for
optimum derivation.
 • Probability sampling: Probability
sampling is a sampling technique
Two Types of where a researcher sets a selection
Sampling of a few criteria and chooses
members of a population randomly.
Methods
• All the members have an equal
opportunity to be a part of the
sample with this selection
parameter.
 • Non-probability sampling: In 
Two Types of non-probability sampling, the
researcher chooses members for
Sampling research at random.
Methods
• This sampling method is not a fixed or
predefined selection process. This
makes it difficult for all elements of a
population to have equal opportunities
to be included in a sample.
 • We need to understand the difference
between a population and a sample,
and identify the target population of
Population vs your research.
Sample
• The population is the entire group that
you want to draw conclusions about.

• The sample is the specific group of

individuals that you will collect data
from.
Population vs • The population can be defined in
Sample terms of geographical location,
age, income, and many other
characteristics.
 • Sampling Frame

What is a The sampling frame is the actual

Sampling list of individuals that the sample
Frame? will be drawn from.

Ideally, it should include the entire

target population (and nobody who
is not part of that population).
 Example

What is a You are doing research on working

Sampling conditions at Company X.
Frame?
Your population is all 1000 employees of
the company.

Your sampling frame is the company’s

HR database which lists the names and
contact details of every employee.
 • Sample size

What is a The number of individuals in

Sample Size? your sample depends on the size
of the population, and on how
precisely you want the results to
represent the population as a
whole.
 • Sample size

What is a You can use a sample size calculator

Sample Size?  to determine how big your sample
should be. In general, the larger the
sample size, the more accurately
and confidently you can make
inferences about the whole
population.
Sampling Methods
 Sampling
Methods

Source: Questionpro.com
Probability
• Simple random sampling: One of
Sampling the best probability sampling
Methods: Four techniques that helps in saving
Types time and resources, is the 
Simple Random Sampling
 method.
 • It is a reliable method of obtaining
Probability information where every single
Sampling member of a population is chosen
Methods: Four randomly, merely by chance.
Types
• Each individual has the same
probability of being chosen to be a
part of a sample.
 For example:
Probability
Sampling In an organization of 500 employees, if the
HR team decides on conducting team
Methods: Four building activities, it is highly likely that
Types they would prefer picking chits out of a
bowl.

In this case, each of the 500 employees has

an equal opportunity of being selected.
Probability • Cluster sampling: 
Sampling Cluster sampling is a method
Methods: Four where the researchers divide the
entire population into sections or
Types clusters that represent a
population.
Probability • Clusters are identified and included
in a sample based on demographic
Sampling parameters like age, sex, location,
Methods: Four etc.
Types
• This makes it very simple for a
survey creator to derive effective
inference from the feedback.
 •
For example:
Probability
Sampling
• If the national government wishes
Methods: Four to evaluate the number of migrant
Types workers living in the Metro Manila,
they can divide it into clusters
based on cities such as Manila,
Quezon City, Makati City, Pasay City,
etc.
Probability
Sampling • This way of conducting a survey
Methods: Four will be more effective as the
results will be organized into
Types cities and provide insightful
migrant workers data.
Probability • Systematic random
Sampling sampling: Researchers use the 
Methods: Four systematic sampling method to
Types choose the sample members of a
population at regular intervals.
Probability • It requires the selection of a starting
point for the sample and sample size
Sampling that can be repeated at regular
Methods: Four intervals.
Types
• This type of sampling method has a
predefined range, and hence this
sampling technique is the least time-
consuming.
 • For example:
Probability
A researcher intends to collect a
Sampling systematic sample of 500 people in a
Methods: Four population of 5000.
Types
He/she numbers each element of the
population from 1-5000 and will choose
every 10th individual to be a part of the
sample (Total population/ Sample Size =
5000/500 = 10).
Probability • Stratified random sampling: 
Stratified random sampling is a
Sampling method in which the researcher
Methods: Four divides the population into
Types smaller groups that do not
overlap but represent the entire
population.
Probability
Sampling • While sampling, these groups can
Methods: Four be organized and then draw a
Types sample from each group
separately.
 • For example
Probability
Sampling A researcher looking to analyze the
characteristics of people belonging to
Methods: Four different annual income divisions will
Types create strata (groups) according to the
annual family income, e.g. – less than
Php20,000, Php21,000 – Php30,000,
Php31,000 to Php40,000, Php41,000 to
Php50,000, etc.
 By doing this, the researcher
Probability concludes the characteristics of
people belonging to different income
Sampling groups.
Methods: Four
Types Marketers can analyze which income
groups to target and which ones to
eliminate to create a roadmap that
would bear fruitful results.
Uses of
Probability
Sampling
 • Reduce Sample Bias: Using the
Uses of probability sampling method, the
Probability bias in the sample derived from a
Sampling population is negligible to non-
existent.
 • The selection of the sample mainly
Uses of depicts the understanding and the
Probability inference of the researcher.
Sampling
• Probability sampling leads to
higher quality data collection as
the sample appropriately
represents the population.
 • Diverse Population: When the
Uses of population is vast and diverse, it
Probability is essential to have adequate
Sampling representation so that the data is
not skewed towards one 
demographic.
 • For example
Uses of
Probability If Technoprise would like to understand
Sampling the people that could make their point-
of-sale devices, a survey conducted
from a sample of people across Cebu
City from different industries and
socio-economic backgrounds helps.
 • Create an Accurate
Uses of Sample: Probability sampling
Probability helps the researchers plan and
create an accurate sample.
Sampling
• This helps to obtain well-defined
data.
Non- • The non-probability method is a
Probability sampling method that involves a
Sampling collection of feedback based on a
researcher or statistician’s
Methods sample selection capabilities and
not on a fixed selection process.
Non- • In most situations, the output of
Probability a survey conducted with a non-
Sampling probable sample leads to skewed
Methods results, which may not represent
the desired target population.

•
Non- • But, there are situations such as
Probability the preliminary stages of
Sampling research or cost constraints for
conducting research, where non-
Methods probability sampling will be
much more useful than the other
type.
Non-
• Convenience sampling: This
Probability method is dependent on the
Sampling ease of access to subjects such as
Methods: Four surveying customers at a mall or
Types passers-by on a busy street.
Non-
Probability
• It is usually termed as 
Sampling convenience sampling, because
Methods: Four of the researcher’s ease of
Types carrying it out and getting in
touch with the subjects.
Non-
Probability • Researchers have nearly no
Sampling authority to select the sample
Methods: Four elements, and it’s purely done
based on proximity and not
Types representativeness.
Non-
Probability • This non-probability sampling
Sampling method is used when there are
Methods: Four time and cost limitations in
Types collecting feedback.
Non-
Probability
Sampling • In situations where there are
Methods: Four resource limitations such as the
initial stages of research,
Types convenience sampling is used.
 For example:
Non-
Probability
Sampling Sart ups and NGOs usually conduct
convenience sampling at a mall to
Methods: Four distribute leaflets of upcoming
Types events or promotion of a cause –
they do that by standing at the
mall entrance and giving out
pamphlets randomly.
Non-
• Judgmental or purposive
Probability sampling: Judgemental
Sampling or purposive samples are
Methods: Four formed by the discretion of the
Types researcher.
Non-
Probability • Researchers purely consider the
Sampling purpose of the study, along with
the understanding of the target
Methods: Four audience.
Types
Non-
Probability • For instance, when researchers
Sampling want to understand the thought
Methods: Four process of people interested in
studying for their master’s
Types degree.
Non-
Probability
Sampling • The selection criteria will be: “Are
Methods: Four you interested in doing your
masters in …?” and those who
Types respond with a “No” are
excluded from the sample.
Non-
Probability • Snowball sampling: 
Sampling Snowball sampling is a sampling
Methods: Four method that researchers apply
when the subjects are difficult to
Types trace.
Non-
Probability
Sampling • For example, it will be extremely
Methods: Four challenging to survey shelterless
people or illegal immigrants
Types
Non-
Probability • In such cases, using the snowball
Sampling theory, researchers can track a few
Methods: Four categories to interview and derive
results.
Types
Non-
Probability • Researchers also implement this
Sampling sampling method in situations
Methods: Four where the topic is highly sensitive
Types and not openly discussed—for
example, surveys to gather
information about HIV Aids.
Non- • Not many victims will readily
Probability respond to the questions.
Sampling
Methods: Four • Still, researchers can contact
Types people they might know or
volunteers associated with the
cause to get in touch with the
victims and collect information.
Non-
Probability • Quota sampling:  In 
Sampling Quota sampling, the selection of
members in this sampling
Methods: Four technique happens based on a
Types pre-set standard.
Non-
• In this case, as a sample is formed
Probability based on specific attributes, the
Sampling created sample will have the same
Methods: Four qualities found in the total
Types population.

• It is a rapid method of collecting

samples.
Uses of Non-probability
Sampling
 • Create a hypothesis: Researchers
use the non-probability sampling
Uses of Non- method to create an assumption
probability when limited to no prior
Sampling information is available.

• This method helps with the

immediate return of data and
builds a base for further research.
Uses of Non- • Exploratory research: Researchers
probability use this sampling technique widely
Sampling when conducting qualitative
research, pilot studies,
or exploratory research.
 • Budget and time
Uses of Non- constraints: The non-probability
probability method when there are budget
Sampling and time constraints, and some
preliminary data must be
collected.
Uses of Non-
• Since the survey design is not
probability rigid, it is easier to pick
Sampling respondents at random and have
them take the survey or 
questionnaire.
How do you
decide on the • For any research, it is essential to
type of choose a sampling method
accurately to meet the goals of
sampling to your study.
use?
• The effectiveness of your
sampling relies on various
factors.
How do you • Here are some steps expert researchers
decide on the follow to decide the best sampling method.

type of • Jot down the research goals. Generally, it

sampling to must be a combination of cost, precision, or
accuracy.
use?
• Identify the effective sampling techniques
that might potentially achieve the research
goals.
How do you
decide on the
• Test each of these methods and
type of examine whether they help in
sampling to achieving your goal.
use?
• Select the method that works
best for the research.
Probability Sampling
and Non-Probability
Sampling Methods:
Differences
Probability Sampling and Non-Probability Sampling
Methods: Differences

Probability Non-
Probability
Sampling technique in
which samples from a
Sampling technique in
which researchers select
larger population are samples based on the
Definition chosen using a method researchers’ subjective
based on the theory of judgment rather than
probability random
selection.
Probability Sampling and Non-Probability Sampling
Methods: Differences

Probability Non-
Population Selection Probability
The population is selected
randomly.
The population is selected
arbitrarily.
Nature The research is conclusive. The research is
exploratory.
Sample Since there is a method Since the sampling
for declining the sample, method is arbitrary, the
the population population demographics
demographics are representation is almost
conclusively represented. always skewed.
Probability Sampling and Non-Probability Sampling
Methods: Differences

Probability Non-
Probability
Takes longer to conduct
since research design
This type of sampling
method is quick since
defines the selection neither the sample nor
Time taken parameters before the the selection criteria of
research study begins. the sample are undefined.

This type of sampling is This type of sampling is

entirely unbiased and entirely biased and hence
hence the results are the results are biased too,
Results unbiased too and rendering the research
conclusive. speculative.
Probability Sampling and Non-Probability Sampling
Methods: Differences

Probability Non-
Probability
There is an underlying
hypothesis before the
The hypothesis is derived
after conducting the
Hypothesis study begins and the research study.
objective of this method is
to prove the hypothesis.
Sampling
Process
Steps
 Clearly Define

Target Population

Select Sampling

Frame

Choose Sampling

Sampling Technique

Process Steps Determine Sample

Size

Collect Data

Assess Response

Rate

Figure 1. Sampling Process Steps

Source: www.elvedit.com
 Step 1: Clearly Define Target Population

Sampling •The first stage in the sampling process

is to clearly define target population.
Process Steps Population is commonly related to the
number of people living in a particular
country.

(Fleetwood, 2020)
 Step 2: Select Sampling Frame
Steps in the
Sampling •A sampling frame is a list of the
Process actual cases from which sample will
be drawn.

•The sampling frame must be

representative of the population.
 Step 3: Choose Sampling Technique
Steps in the
Sampling •Prior to examining the various types
Process of sampling method, it is worth
noting what is meant by sampling,
along with reasons why researchers
are likely to select a sample.
Steps in the Step 3: Choose Sampling Technique
Sampling
Process •Taking a subset from chosen sampling
frame or entire population is called
sampling.
 Step 3: Choose Sampling Technique

Steps in the
Sampling •Sampling can be used to make inference
about a population or to make
Process generalization in relation to existing
theory.

•In essence, this depends on choice of

sampling technique.
 Step 4: Determine Sample Size

Steps in the •In order to generalize from a random

Sampling sample and avoid sampling errors or
biases, a random sample needs to be
Process of adequate size.

•What is adequate depends on several

issues which often confuse people
doing surveys for the first time.
 Step 4: Determine Sample Size

Steps in the •This is because what is important here

Sampling is not the proportion of the research
Process population that gets sampled, but the
absolute size of the sample selected
relative to the complexity of the
population, the aims of the researcher
and the kinds of statistical manipulation
that will be used in data analysis.
 Step 4: Determine Sample Size

Steps in the •While the larger the sample the

lesser the likelihood that findings
Sampling will be biased does hold,
Process diminishing returns can quickly set
in when samples get over a
specific size which need to be
balanced against the researcher’s
resources (Gill, Johnson & Clark,
2010).
Steps in the Step 5: Collect the data
Sampling
Process •Once target population, sampling
frame, sampling technique and
sample size have been established,
the next step is to collect data.
 Step 6: Assess Response Rate

Steps in the •Response rate is the number of cases

Sampling agreeing to take part in the study.
Process •These cases are taken from original
sample.

•In reality, most researchers never

achieve a 100 percent response rate.
 Step 6: Assess Response Rate
Steps in the
Sampling •Reasons for this might include
Process refusal to respond, ineligibility to
respond, inability to respond, or
the respondent has been located
but researchers are unable to
make contact.
Sampling Error
 •Errors happen when you take a 
Sampling Error sample from the population rather
than using the entire population.

(Glen, 2020)
 •In other words, it is the difference
between the statistic you
Sampling Error measure and the parameter you
would find if you took a census of
the entire population.

(Glen, 2020)
 • If you were to survey the entire
population (like our National
Census), there would be no
Sampling Error error.

• It is nearly impossible to
calculate the error margin.
 • However, when you take samples
at random, you estimate the
Sampling Error error and call it the 
margin of error.

• A well-planned survey can reduce

error.
 • Formula: the formula for the
margin of error is 1/√n, where n is
Sampling the size of the sample.
Errors
• For example, a random sample of
1,000 has about a 1/√n; = 3.2%
error.
(Glen, 2020)
 • Sample error can only be
reduced, this is because it is
considered to be an acceptable
Sampling Error tradeoff to avoid measuring the
entire population.

• In general, the larger the sample,

the smaller the margin of error.
•
 • There is a notable exception: if
you use cluster sampling, this may
increase the error because of the
Sampling Error similarities between cluster
members.

• A carefully designed experiment

or survey can also reduce error.
 • The non-sampling error could be
Sampling Error one reason as to why there is a
difference between the sample
and the population.
 • This is due to poor 
Sampling Error data collection methods (like
faulty instruments or inaccurate
data recording, selection bias, 
non response bias (where
individuals don’t want to or can’t
respond to a survey),
 • Each student at a school has a student
identification number. Counselors have a
PRACTICE computer generate 50 random identification
numbers and those students are asked to
PROBLEM 1 take a survey.
• What type of sampling is this?
a. Simple random sampling
b. Stratified random sampling
c. Cluster random sampling
d. Systematic random sampling
 • A principal orders t-shirts and wants to
PRACTICE check some of them to make sure they
were printed properly. She randomly
PROBLEM 2 selects 2 of the 10 boxes of shirts and
checks every shirt in those 2 boxes.
• What type of sampling is this?
A. Simple random sampling
B. Stratified random sampling
C. Cluster random sampling
D. Systematic random sampling
Q&A
 Fleetwood, D. (2020). Types of sampling: Sampling methods

with examples. Retrieved from https://bit.ly/2AWSths

Gill, J. Johnson, P. & Clark, M. (2010). Research methods for

References managers. SAGE Publications.

Glen, S. (2020). Sampling statistics: Different sampling methods,

types & error. Retrieved from https://bit.ly/2YmXW9s

McCombes, S. (20 May 2020). Understanding different sampling

methods Retrieved from https://bit.ly/2ARjS4y

 Singh, S. (26 July 2018). Sampling techniques. Retrieved from

https://bit.ly/2AoCetR

References Taherdoost, H. (2016). Sampling methods in research methodology:

How to choose a sampling technique in research.

International Journal of Academic Research in Management,

5(2), 18.27. doi: 10.2139/ssrn.3205035