Amity Business School

SAMPLING
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- RESEARCH Studies give insights and

inferences that are crucial for decision
making
- Size of sample is quiet small as compared
to the total group of units of interest
- Sampling is the starting point of inferential
process involved in MR studies
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Sampling Vs. Census

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Sample, Sampling, Population or

Universe, Sampling frame.
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A university offering a post-graduate program in

business wants to conduct a study to determine
the criteria prospective students use to evaluate
different post graduate business programs.
Population
“ALL INDIVIDUALS WITH AN INTEREST IN
PURSUING A POST GRADUATE DEGREE IN
BUSINESS WITHIN THE NEXT YEAR”
 Advantages of sampling
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• Cost effective
• Time effective

ACCURACY????
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TOTAL ERROR ASSOCIATED WITH

RESEARCH MAY CONTAIN ONE OR
BOTH OF THE FOLLOWING:

Sampling Error

Non-Sampling Error
 Sampling Error Amity Business School

• It is difference between a statistic and

parameter
• Present only in sample study

Statistic: value generated through a

sampling procedure.
Parameter can only be determined through
accurate census of the population.
 NON SAMPLING ERRORS Amity Business School

• Any error in research study other than sampling

error.
• Non sampling errors can arise because of:
» Poor questionnaire construction
» Ill trained fieldworkers
» Errors on part of respondents
» Errors in coding responses

• Best way to control non sampling errors is to

have adequate control over the entire process of
» Data gathering
» coding
» analysis
 Types of Sampling Amity Business School

• The type of enquiry and the nature of data

fundamentally determines the technique or
method of selecting a sample

– Non-Probability Sampling Methods:

Subjective or Judgment Sampling
– Probability Sampling
– Mixed Sampling
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• Non-Probability Sampling Methods:

– Convenience Samples
– Judgment Samples
– Quota Samples
– Snowball samples
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Advantages of Non-probability Samples:

• Less expensive
• acceptable
• Less research time
• produces samples quite similar
 Dis-advantages of Non probability Amity Business School

sampling

• cannot calculate Sampling error.

• do not know the degree to which the sample is
representative of the population
• The research results cannot be projected
(generalized) to the total population of interest
with any degree of confidence.
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Probability Sampling
Scientific method

The different types of probability sampling are

• where each unit has an equal chance of being selected.
• Sampling units have different probabilities of being
selected
• Probability of selection of a unit is proportional to the
sample size.
 Types of Probability samplingAmity Business School

• Simple Random Sampling

• Stratified Random Sampling
• Systematic Random Sampling
• Cluster Random Sampling
• Multistage Sampling