Planning fp Seem COMMUNICATION STUDIES MODULE} A ING A Sampling terminology: i. Sampling: the process of using small number of items or parts of a larger population to make conclusions about the whole population. ‘Sample- a subset or some part of a larger population. Population (universe) - a complete group of entitles sharing some common set of characteristics. Population element- an individual member of a specific population ‘Census- an investigation of all the individual elements making up a populaton. ‘Target population- the specific, complete group relevant to the research project Sampling frame error * error that occurs when certain sample elements are not listed or available and are not represented in the sampling frame ‘Sampling anit — a single element or group of elements subject to selection -n the sample. 9. Primary sampling unit ~ a unit selected in the first stage of sampling. 10. Secondary sampling unit ~ a unit elected in the second stage of sampling, 11, Random sampling error — the difference between the resuit of a sample ard the result of a census conducted using identical procedures; a statistical sTuctuation that daceurs because of chance variation in the elements selected for a sample ic (nonsampling) error ~ error resulting from some imperfect aspect of the research design tha: causes response error or from a mistake in the execution of the research; error that comes from such sources as sample bias, mistakes in recording responses, and nonresponses from persons not contacted or refusing (o participate, 13, Nonresponge error ~ the statistical difference between a survey that inchides only those who responded and a survey that also includes those who failed to respond. STAGES IN SELECTION OF A SAMPLE 1. Define the target population 2. Selec: a sampling frame ( the list of elements from which a sample may be drawn; also called working population) Determine if a probability or nonprobability sampling method will be chosen Plan procedure for selecting sampling units 5. Determine sample size 6. Select actual sampling units 7. Conduct fieldwork ROBABILITY S. Probability sampling ~ a sampling technique in which every member of the population will have a known, nonzero probability of selection, ‘Nonprobability sampling — a sampling technique in which units of the sample are selected on the basis of personal judgement or convenience.COMPARISON OF SAMPLING TECHNIQUES Ds ‘onprobability samples SS Disadvantages scription ‘Cost and Degree of Use ‘Advantages _ —|=—] Variability and bias | Researcher uses most | convenient sample or | mest economical Convenience: Very low cost, extensively used Be sia a Fst of estimates cannot | me | be measured oF controlled; projecting | | data beyond sample |simele | rite ie . —— er 2: Judgement: An | Moderate fal for certain | Bias apes expert or experienced | average use types of forecasting; | beliefs may | researcher selects the sample guaranteed to | sample =) sampletofulfla | | meet a specific unrepzesentativ | Purpose, such as objective projecting data | ensuring ell members beyord sample | heve a certain inappropriate | ctaracteristic - | - 3. Quota: Researcher | Moderate cost, very | Introduces some Introduces | | determines desired classifies population by pertinent properties, proportion of sample from each class, fixes quota for each interviewer. extensively used | | researcher’: | classification of | subjects; non-random selection within | classes means eer | from populatior cannot be estimated; projecting data stratification of population; requires | no list of population | ‘number, then selects sample units by a random method, | beyend sample inappropriate 4 Snowball inital | Law cost. Used [Useful inocating | High bie because] respondents are | special situations | members of rare. —_ sample units nct selected by populations independent; | probability samples; projecting data | sdcitional beyond sample | respondents are | inappropriate en | om initial repens | Probability Samples _ ae Description Cost and Degree of | Advantages Disvantaes | Use 1. Simple random; | High cost, not Only minimal Requires sample Researcher assigns _| frequently used advance knowledge | frame to work from: | cach member ofthe | except random-digit | of population needed; | does not use sampling frame a | dialing) easy 10 analyse data "| knowledge of and compute error | population that researcher may have; larger errors for| | Sample size tina | stratified samp spondents may be widely dispersed hence higher cost Moderate wi, — ce Simple to draw sampling interval) moicayece [Stans | omin ra~ {Seat cringe | | | | populat | vac, | Hughes Assure 1 the population ang | MOCeM™MEL used | representation of alk Ineo randomly select. Sroups in sample; | proportion in each | pores ig Sharacteristes of | suman iterented tach satu can be | iste are nor seise,| | ct aroun. | |eeeecstscaes | nese aie fons include comperisons made; | prepare reduces verity | for sample size | \irelaners ~~ Tager enor ter 1 reographically comparable size than sampling units at Setined, yield | other proba feadoun; theatocs: lowest field costs; | samples; researcher | cemplete observation requires listing of all_| must be able to i of all units inthe | clusters bat of assign pepalation group | individuals only | members to wnigue | \ Within clusters an clster et i | ‘estimate duplication or i / characteristics of | omission of \ clusters as well as of | individual resus | population _| 3 Multiage sion Roqecaly_ [Peete on | epea on | Pomesieeh small uticoesitin | tchciqua sonbind | technic combined nous RESET arioe omnes | | | Researcher performs some combiration of the first four | | Ltschniques i