SAMPLING

BY Bhaskar Banerjee

METHODS

PROBABILITY SAMPLING NON- PROBABILITY SAMPLING

PROBABILITY SAMPLING

Every unit in the sampling frame has an equal or known chance of being included in the sample.
( BOYD AND KRESS)

It includes

Simple Random Sampling Stratified Random Sampling Cluster Sampling

Systematic Sampling Area Sampling

SIMPLE RANDOM SAMPLING

It is a sample generated by a process that guarantees, in the long run, that every possible sample of a given size will be selected with known and equal probability Eg: drawing a card from a pack of well shuffled deck. Selection Method: Table of random numbers, Lottery method

Used to sample a universe with following properties

It is small Satisfactory list of universe items exists. Cost per interview is practically independent of the location of the sample items. Other than a list of items, no other universe information is available. Eg.- survey of members of gym in New Delhi

PROBLEMS
Cost Availability of a Current Listing of Universe Elements Statistical Efficiency Administrative difficulty

STRATIFIED RANDOM SAMPLING

The universe to be sampled is divided (or stratified) into groups that are mutually exclusive and include all items in the universe. A simple random sample is then chosen independently from each group or stratum.

Example
STORE SIZE STRATUM NUMBER OF STORES PERCENTAGE OF STORES

Large stores Medium stores

Small stores Total

20,000
30,000 50,000 1,00,000

20
30 50 100

Reasons for using

Obtaining information about parts of the universe Greater precision through stratification.

How should the universe be stratified?

Create strata on the basis of a variable known to be correlated with the variable of interest, and for which information on each universe element is known. Strata should be constructed in such a way which will minimize differences among sampling units within strata and maximize differences among strata.

OBSERVATIONS IN EACH STRATUM

PROPOTIONAL ALLOCATION.

Sample each stratum in proportion to its relative weight in the universe as a whole.

DISPROPORTIONAL ALLOCATION
Sample institutional universes (grocery stores, manufacturers) rather than human universes. When the variability among observations within a stratum is high, one samples the stratum at a higher rate than for strata with less internal variation.

LIMITATIONS
Greater complexity of both design and analysis. A separate list of items within each stratum is required

CLUSTER SAMPLING
Sampling methods in which universe elements are chosen in groups Widely used in sampling of human populations

Example
BLOCK HOUSES

1
2 3 4

X1,X2,X3,X4
X5,X6,X7,X8 X9,X10,X11,X12 X13,X14,X15,X16

COMPARISION WITH SIMPLE RANDOM SAMPLING

More or less statistically efficient than simple random sampling.

Depends upon the degree of intracluster heterogeneity obtained

Lower relative cost of obtaining observations

TYPES
SYSTEMATIC SAMPLING AREA SAMPLING

SYSTEMATIC SAMPLING

Most widely used form of cluster sampling

Example

To study students opinion towards food provided in canteen, the researcher decides to sample 20 students out of 100. One method

SAMPLE 1 2 3 4 5

IDENTIFICATION

1,6,1196 2,7,1297 3,8,1398 4,9,1499 5,10.100

Draw a random number between 1 to 5. Possible samples

SELECTING A SYSTEMATIC SAMPLE

Sampling interval= Number of universe items Desired sample size

Select a random figure between 1 and the sampling interval figure. This identifies the first element on the universe list to be included in the sample.

SELECTING A SYSTEMATIC SAMPLE

Add the sampling interval to the random number selected in Step 2. The total represents the second element on the universe list to be included in the sample. Continue adding the sample interval to each total to create a new total. Each new total represents another element on the universe list to be included in the sample.

ADVANTAGES
Simplicity. Faster technique than systematic sampling. Less subject to error than simple random sampling.

DISADVANTAGES
Requires an assumption about the order of the items on the list It can pose problems if the sampling interval is a whole no. multiple of some cycle related to the variable being measured

Eg weekly sales cycle in retail store, cannot sample retail sales every 7th day , every 14th day and so on

AREA SAMPLING
Samples items are clustered on a geographic area basis No current and accurate list of universe elements eg: To measure sale of soap in retail stores, choose a sample of markets and then audit soap sales of all retail outlets in these markets.

APPLICATION
Used where very high quality data is required but no list of universe items exists. Practical execution is highly complex

DISADVANTAGES
Expensive Time consuming For best results, substantial information (detailed maps, statistical data by areas) is needed and expert statistical council is required.

NONPROBABILITY SAMPLING
Any sampling method in which the chance of choosing a particular universe element is unknown. Types:

Convenience Sampling Judgment Sampling Quota Sampling

CONVENIENCE SAMPLING
In which sample is chosen purely for expedience Items are selected because they are easy or cheap to find or measure Eg: monitoring price trends in a near by grocery shop with the object of inferring national price measurement. Responses given by convenient items in a universe differ significantly from the responses given by universe items that are less accessible.

APPLICATION

Used when there is very little information available about a subject.

LIMITATION
Cannot be used if the universe items are large and scattered.

JUDGEMENT SAMPLING
Is selection of universe items by mean of expert judgment Specialists in the subject matter of the survey choose what they believe to be the best sample for that particular study. Eg: Sales managers might select the sample of grocery store in a city they regarded as representative

APPLICATION

May be used when the total sample size is extremely small

LIMITATION

This approach has been found empirically to produce unsatisfactory results.

QUOTA SAMPLING
Is most widely used in consumer survey Uses principle of stratification The researcher begins by constructing strata Sample sizes (called quota) are established for each stratum The sampling within strata may be proportional or disproportional

Example
STRATUM QUOTA

Men, 18-34
Men, 35-49 Women, 18-34 Women, 35-49

50
50 100 100

ADVANTAGES
Relatively low cost Relatively high speed of execution Superior to ordinary convenience sampling or judgment sampling because it uses the principle of stratification.

DIFFERENCE BETWEEN STRATIFIED SAMPLING AND QUOTA SAMPLING

With stratified random sampling, the process is objective, based on random identification of respondents. In quota sampling, the process is subjective being done by field workers using what amounts to convenience sampling.

SPECIAL FORMS OF NONPROBABILITY SAMPLING

GROUP INTERVIEW SAMPLE SHOPPING MALL INTERCEPT SAMPLE

GROUP INTERVIEW SAMPLE

Used in focus group studies A group is usually a quota sample of 5-10 consumers assembled for a 12 hour joint interview by a person specially trained in group dynamics The no of groups used is often small

They are expensive Information obtained from each group is highly unstructured

SHOPPING MALL INTERCEPT SAMPLE

Respondents are recruited for individual interviews (using assigned quotas) at fixed locations in shopping malls. Common to use several malls, each serving different socioeconomic populations, in each of several cities. Eg: compare TV commercials Speed and economy relative to a probability sample of personal interviews