Sampling: Sampling is the process of selecting units from a population of interest so

that by studying the sample we may fairly generalize our results back to the population from
which they were chosen.
Probability sampling method: A probability sample is one in which
each member of the population has an equal chance of being selected. This is a method of
sampling that utilizes some form of random selection. In probability samples, each member
of the population has a known non-zero probability of being selected.
01. Simple Random Sampling: Simple random sample S!S" is a special case of a
random sample. A sample is called simple random sample if each unit of the population has
an equal chance of being selected for the sample. An e#ample of a simple random sample
would be a group of $% employees chosen out of a hat from a company of $%& employees. In
this case, the population is all $%& employees, and the sample is random because each
employee has an equal chance of being selected.
Advantages:
'ase of assembling the sample
An unbiased random selection and a representati(e sample is important
!epresentati(eness of the population, the only thing that can compromise its
representati(eness is luck
Limitations:
)eed of a complete list of all the members of the population
!andom sampling is the purest form of probability sampling. *hen there are (ery large
populations, it is often di+cult or impossible to identify e(ery member of the population, so
the pool of a(ailable sub,ects becomes biased.
02. Systematic sampling: It-s a method of selecting sample members from a larger
population according to a random starting point and a .#ed, periodic inter(al. Systematic
sampling strategies take e(ery /nth0 person from the sampling frame. 1or e#ample, if you
wanted to select a random group of 2,&&& people from a population of %&,&&& using
systematic sampling, you would simply select e(ery %&th person, since %&,&&&32,&&& 4 %&.
Advantages:
5uch less cumbersome to use than the procedures of simple random sampling
The time and work in(ol(ed in sampling by this method are relati(ely smaller
Limitations:
Systematic sampling become a less representati(e design than, simple random
sampling
03. Stratifed sampling method: In a strati.ed sample the sampling frame is
di(ided into non-o(erlapping groups or strata, e.g. geographical areas, age-groups, genders.
A sample is taken from each stratum, and when this sample is a simple random sample it is
referred to as strati.ed sampling method. A stratum is a subset of the population that shares
at least one common characteristic. 1or e#ample, you ha(e 6 strata with 2&&, $&& and 6&&
population sizes respecti(ely. And the researcher chose a sampling fraction of 7. Then, the
researcher must randomly sample %&, 2&& and 2%& sub,ects from each stratum respecti(ely.
Advantages:
8ompared to random sampling method, it ensures greater accuracy and can be more
concentrated geographically, thus it sa(es time and e#penses
It ensures better co(erage of the population than simple random sampling
Limitations9
:i+culty in identifying appropriate strata
5ore comple# to organize and analyze results
0. !l"ster sampling: 8luster sampling is a sampling technique where the entire
population is di(ided into groups, or clusters and a random sample of these clusters are
selected. 1or e#ample, let-s say we ha(e to do a sur(ey we ha(e to do a sur(ey on town
go(ernments of the countries of )ew ;ork State that will require us going to the towns
personally. If we do simple random samples state-wide we<ll ha(e to co(er the entire state
geographically. Instead, we decide to do a cluster sampling of .(e counties. =nce these are
selected, we go to e(ery town go(ernment in the .(e areas.
Advantages:
Sa(ing of tra(elling time, and consequent reduction in cost
>seful for sur(eying employees in a particular industry, where indi(idual companies
can form the clusters
Limitations:
>nits close to each other may be (ery similar and so less likely to represent the
whole population
?arger sampling error than simple random sampling
#on$probability sampling techni%"es: )on-probability sampling
techniques rely on the sub,ecti(e ,udgment of the researcher when selecting units from
the population to be included in the sample. It represents a (aluable group of sampling
techniques that can be used in research that follows a qualitati(e, mi#ed methods, and
e(en quantitati(e research design.
There are four types of non-probability sampling techniques @ they are described in the
below9
01. !onvenience sample9 A con(enience sample is simply one where the units that
are selected for inclusion in the sample are the easiest to access.
Advantages:
It-s easy to use for its limited rules
Time @ cost required for conducting is small

Limitations:
There is sampling bias
The sample does not represent the entire population
02. &"dgmental Sampling: Audgment sampling is a common non-probability
method. The researcher selects the sample based on ,udgment. This is usually an e#tension
of con(enience sampling. 1or e#ample, a researcher may decide to draw the entire sample
from one Brepresentati(eB city, e(en though the population includes all cities. *hen using
this method, the researcher must be con.dent that the chosen sample is truly
representati(e of the entire population.
Advantages:
?esser time in(ol(ed in the process
?ower cost of sampling
Limitations:
It can be the sub,ect of e#perimenter-s bias or stereotypes that may collapse the
results
The sample selected may not represent all the population
03. '"ota Sampling: In quota sampling the researcher .rst identi.es the stratums
and their proportions as they are represented in the population. Then con(enience or
,udgment sampling is used to select the required number of sub,ects from each stratum.
Advantages:
Cre(enting decisions from polluted by unnecessary inputs
It sa(es money when time is an issue
Limitations:
?imits the decisions
:oes not allow much (ariety
0. Sno(ball sampling: Snow ball sampling is a special non-probability method used
when the desired sample characteristic is rare. It may be e#tremely di+cult or cost
prohibiti(e to locate respondents in these situations. Snowball sampling relies on referrals
from initial sub,ects to generate additional sub,ects. 1or e#ample there are some populations
which are hard to access for studying or research like drug addicts, prostitutes, and
homeless people. In that case snow sampling is used.
Advantages:
Snow ball sampling rele(ant in those populations which has no ob(ious list
Snow ball sampling con(erts those indi(iduals mind who are not willing to take part in
a research. It means it remo(es the natural barrier that pre(ents those indi(iduals
from taking part in a research
Limitations:
Snow ball sample can-t identify the sampling errors
It can-t make generalization from sample to the population