The Concept of Sampling

Population: The entire group of people about whom information is needed. Census: a collection of data on all possible members of a population or universe Sampling: the process of obtaining information from a subset of a larger group. Goal: to develop a sample that mirrors or represents the population of interest.

Developing a Sampling Plan

1. 2. 3. 4. 5. Define the Population of Interest Identify a Sampling Frame (if possible) Select a Sampling Method Determine Sample Size Execute the Sampling Plan

Defining Population of Interest

Population of interest is entirely dependent on Management Problem, Research Problems, and Research Design. Some Bases for Defining Population:
Geographic Area Demographics Usage/Lifestyle Awareness

Sampling Frame
A list of population elements (people, companies, houses, cities, etc.) from which units to be sampled can be selected. Difficult to get an accurate list. Sample frame error occurs when certain elements of the population are accidentally omitted or not included on the list. See Survey Sampling International for some good examples

Sampling Methods
Probability samples: sample that gives every member of the population a known chance of being selected
Simple random sample: basic type of probability sample in which every individual in the relevant universe has an equal opportunity of selection Stratified sample: probability sample constructed to represent randomly selected subsamples of different groups within the total sample. May be Proportional or Disproportional Cluster sample: probability sample in which researchers select geographic areas or clusters, and all of the chosen individuals within this area become respondents

Sampling Methods
Non-probability samples: arbitrary grouping that produces data unsuited for most standard statistical tests
Convenience sample: nonprobability sample selected from among readily available respondents Quota sample: nonprobability sample divided to insure representation of different segments or groups in the total sample

Determining Sample Size

How many completed questionnaires do we need to have a representative sample? Generally the larger the better, but that takes more time and money. Answer depends on:
How different or dispersed the population is. Desired level of confidence. Desired degree of accuracy.

Common Methods for Determining Sample Size

Common Methods:
Budget/time available Executive decision Statistical methods Historical data/guidelines
See Table