SAMPLING TECHNIQUES

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 Methods of sampling
• I. Random sampling
• Simple i. With replacement
• ii. Without replacement
• Restricted
• Stratified
• Systematic
• Cluster
• II. Non random sampling:
• Judgment
• Convenience
• Quota

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 Random sampling
• In random sampling units are picked up at random.
Random sampling is also called probability sampling as
the laws of probability could be applied.
• Advantages of probability sampling:
• Probability sampling does not depend upon the
existence of detailed information about the universe
for its effectiveness.
• Probability sampling provides estimates which are
essentially unbiased and have measurable precision
• It is possible to evaluate the relative efficiency of
various sample designs only when probability sampling
is used.

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 Random Sampling
• Limitations of Probability Sampling:
• Probability sampling requires a very high level
of skill and experience for its use.
• It requires a lot of time to plan and execute a
probability sample.
• The costs involved in probability sampling are
larger as compared to non-probability
sampling.

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 Simple random sampling
• Under this method, each and every unit in the
population has an equal chance of being included in
the sample. The selection is thus free from personal
bias because the investigator does not exercise his
discretion or preferences in the choice of items.
• Simple random sampling with replacement: Here
every individual item drawn must be recorded ,
measured and returned to the population before
another selection is made. Chance of selecting a
sample would be 1/N.
• This is rarely adopted as we are not interested that the
same item be selected more than once.

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 Simple Random Sampling
• Simple random sampling without replacement:
• Here every individual item drawn is studied and
not replaced back to the population before
another selection is made. Chance of selecting a
sample would be 1/N, 1/N-1, 1/N-2 etc. Here the
probability of drawing subsequent items
increases as N decreases by the number of items
previously drawn.
• To ensure randomness, one may adopt either the
Lottery method or consult table of random
numbers.

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 Simple Random Sampling
• Merits:
• There is no personal bias as far as the selection of
units are concerned.
• As compared to judgment sampling, a random
sample represents the universe in a better way.
As the size of the sample increases it becomes
increasingly representative of the population.
• The analyst can easily assess the accuracy of his
estimate because sampling errors follow the
principle of chance.
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 Simple Random Sampling
• Limitations:
• The use of simple random sampling necessitates a
completely catalogued universe from which to draw
the sample. But it is often difficult for the investigator
to have up-to date lists of all the items of the
population to be sampled.
• The size of the sample required to ensure statistical
reliability is usually larger under random sampling than
in stratified sampling.
• The time and cost of collecting data become too large
under this method as the units selected by this method
tend to be too widely dispersed geographically.

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 Stratified Random Sampling
• In this method, the population is divided into
homogeneous groups called ‘strata’ and a
sample is drawn from each stratum at
random. Ex: A city can be divided w.r.t. zones,
college students can be divided w.r.t. the
faculty of study etc. and from each part a
sample may be taken at random.
• A stratified sampling may be either
proportionate or disproportionate.

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 Stratified Random Sampling
• In proportionate stratified sampling plan, the
number of items drawn from each strata is
proportional to the size of the strata.
Proportional stratification yields sample that
represents the universe with respect to the
proportion in each stratum in the population.
• In disproportionate stratified sampling an equal
number of cases are taken from each stratum
regardless of how the stratum is represented in
the universe.

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 Stratified Random Sampling
• Merits:
• More representative: Since the population is divided
into various strata and then a sample is drawn from
each stratum, there is little possibility of any essential
group of the population being completely excluded.
Stratified sampling is frequently regarded as the most
efficient system of sampling.
• Greater accuracy: Stratified sampling ensures greater
accuracy. The accuracy is maximum if each stratum is
so formed that it consists of uniform or homogeneous
items.

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 Stratified Random Sampling
• Greater geographical concentration : as compared with random
sampling, stratified samples can be more concentrated
geographically. Thus the time and expense of interviewing may be
considerably reduced.
• Limitations:
• Utmost care must be exercised in dividing the population into
various stratas. Each stratum must contain, as far as possible,
homogeneous items as otherwise the results may not be reliable.
This is a very difficult task and may involve considerable time and
expense.
• The items from each stratum should be selected at random. But this
may be difficult to achieve in the absence of skilled sampling
supervisors and a random selection within each stratum may not be
ensured.

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 Systematic Sampling
• This method is popularly used in those cases where a
complete list of the population from which sample is to be
drawn is available. The method is to select every kth item
from the list where K refers to the sampling interval.
Sampling interval = {Population size (N) / sample size (n)}.
The first item between the first and the kth is selected at
random. After the first sample, k is added every time and
we continue this till we obtain numbers of the desired
sample.
• Systematic sampling is a relatively simple technique and
may be more efficient than simple random sampling
provided the lists are arranged wholly at random. The
nearest approach to randomness is provided by
alphabetical lists such as found in telephone directory .

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 Systematic Sampling
• Merits: The systematic sampling design is simple
and convenient to adopt. The time and work
involved in sampling by this method are relatively
smaller. The result obtained are also found to be
generally satisfactory provided care is taken to
see that there are no periodic features associated
with the sampling interval. If population are
sufficiently large, systematic sampling can often
be expected to yield results similar to those
obtained by proportional stratified sampling.

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 Systematic Sampling
• Limitations: The main limitation of the
method is that it becomes less representative
if we are dealing with populations having
hidden periodicities.

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 Multi-stage (Cluster) sampling
• This refers to a sampling procedure which is carried out
in several stages. The population is made up of a
number of first stage sampling units, each of which is
made of a number of second stage units etc. At first,
the first stage units are sampled by some suitable
method, such as simple random sampling. Then, a
sample of second stage units is selected from each of
the selected first stage unit, again by some suitable
method which may be the same as or different from
the method employed for the first stage units. In this
way, at each stage the population size becomes smaller
and smaller.

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 Multi-stage (Cluster) sampling
• Merits: Multi-stage sampling introduces flexibility
in the sampling method which is lacking in the
other methods. It enables existing divisions and
sub-divisions of the population to be used as
units at various stages, and permits the field work
to be concentrated and yet large area to be
covered.
• Limitations: A multi-stage sample is in general
less accurate than a sample containing the same
number of final stage units which have been
selected by some suitable single stage process.

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 Non- random sampling
• Non- random sampling is a process of sample
selection without the use of randomisation. In
other words, units are picked based on
convenience, expert judgment etc.

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 Judgment Sampling
• In judgment sampling the choice of sample items depends
exclusively on the discretion of the investigator. In other
words, the investigator exercises his judgment in the choice
and includes those items in the sample which he thinks are
most typical of the universe with regard to the
characteristics under investigation.
• Merits:
• This method is often used in solving many types of
economic and business problems. The use of this method is
justified when a) only a small number of sampling units is in
the universe b) in solving every day business problems
and making public policy decisions, executives and public
officials are often pressed for time and cannot wait for
probability sample designs.
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 Judgment Sampling
• Limitations:
• Though simple, this method is not scientific
because there is a big possibility of the results
being affected by the personal bias of the
investigator. Since an element of
subjectiveness is possible, this method cannot
be recommended for general use.

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 Convenience sampling
• The units are selected neither by probability nor
by judgment but by convenience. He selects
those units as samples which are convenient for
him to approach and collect.
• The results obtained by following convenience
sampling method can hardly be representative of
the population – they are generally biased and
unsatisfactory. However, convenience sampling is
used in pilot studies. Questions may be tested
and preliminary information may be obtained
before the final sampling design is decided upon.

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 Quota Sampling
• In a quota sampling , quotas are set up according to some specified
characteristics such as so many in each of several income groups, so
many in each age, etc. and each interviewer is then told to
interview a certain number of person which constitutes his quota.
Within the quotas, the selection of sample items depends on
personal judgment.
• The cost per person interviewed may be relatively small but there
are numerous opportunities for bias. Because of the risk or
personal prejudice and bias entering the process of selection, the
quota sampling is not widely used in practical work.
• Quota sampling is often used in public opinion studies. It
occasionally provides satisfactory results if the interviewers are
carefully trained and if they follow their instructions closely.

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