Population:

The entire group under study as defined by research objectives. Sometimes it is called the
“universe.” Researchers define populations in specific terms such as heads of households,
individual person types, families, types of retail outlets, etc. Population geographic location and
time of study are also considered.
Sample:
A subset of the population that should represent the entire universe is called sample.
Sample Unit:
The basic level of investigation in sampling is called sample unit like consumers, students, teens
etc. The research methodology should define the sample unit.
Sample Frame:
A master list of the population (total or partial) from which the sample will be drawn is called
sample frame.

Sample Frame Error (SFE):

It is the degree to which the sample frame fails to account for all of the defined units in the
population leading to sampling frame error expressed in %age. For example, a telephone book
listing does not contain unlisted numbers.
Census:
It refers to the accounting of the complete population.

Determination of Sample Size:

The determination of sample size has following requirements:
1) Determination of the Goals (Population size, Sampling design and method, Resources)
2) Determination of the desired Precision of results
3) Determination of the Confidence level
4) Estimation of the degree of Variability
5) Estimation of the Response Rate

The sampling size can be determined using following formula:

𝑃(1−𝑃)
( 𝐴2 𝑃(1−𝑃)
)
𝑍 2+ 𝑁
𝑛=
𝑅
Where
n = Sample Size required A= Desired Precision
N = Number of People in the Population Z = Value based on Confidence Level
P = Estimated variance in the Population R = Estimated Response Rate
Types of Sampling:
1) Probability Samples:
They involve samples in which members of the population have a known chance (probability) of being
selected
a. Simple Random Sampling (SRS):
In such sampling, the probability of being selected is “known and equal” for all members of the
population e.g. blind draw method, random numbers method etc.

b. Systematic Sampling (SS):

It is a technique to select a probability-based sample from a directory or list. This method is at times
more efficient than simple random sampling. This is a type of cluster sampling method. Its
procedure is as follows:
i. calculate SI
𝑆𝑖𝑧𝑒 𝑜𝑓 𝑃𝑜𝑝𝑢𝑙𝑎𝑡𝑖𝑜𝑛 (𝑁)
𝑆𝐼 =
𝑃𝑟𝑒 − 𝑑𝑒𝑡𝑒𝑟𝑚𝑖𝑛𝑒𝑑 𝑆𝑎𝑚𝑝𝑙𝑒 𝑆𝑖𝑧𝑒 (𝑛)
ii. select a number between 1 and SI randomly
iii. go to this number as the starting point and the item on the list here is the first in the
sample
iv. add SI to the position number of this item and the new position will be the second
sampled item
v. continue this process until desired sample size is reached
c. Cluster Sampling (CS)
It is a method in the population is divided into groups (clusters), any of which can be considered a
representative sample. These clusters are mini-populations and therefore they are heterogeneous.
Once clusters are established a random draw is done to select one (or more) clusters to represent
the population. Its common types are:
i. Systematic Sampling
ii. Area Sampling
The geographical area is
divided into sectors
(subareas) and give then
names/numbers. Then the
number of the sectors to be
sampled is determined
(typically a judgment call).
These subareas are selected
randomly. Then, either a
census or a systematic draw
is done within each area.

d. Stratified Sampling
The population is separated into homogeneous groups/ segments/strata and a sample is taken from
each. A stratum is a subset of the population that share at least one common characteristic; such as
males and females. The results are then combined to get the picture of the total population. The
size is determined by either of following methods:
i. Proportional Method
Stratum share of total sample is stratum share of total population.
ii. Disproportionate Method
Variances among strata affect sample size for each stratum.
This method is used when the population distribution of items is skewed. It allows us to draw a
more representative sample. This is normally accomplished by disproportionate sampling.
2) Non-Probability Samples:
They involve samples in which the chances (probability) of selecting members from the population are
unknown.
a. Convenience / Haphazard Sampling
In this technique, samples are drawn at the convenience of the interviewer. People tend to make
the selection at familiar locations and to choose respondents who are like themselves.
b. Purposive / Judgement Sampling
This technique involves samples that require a judgment or an “educated guess” on the part of the
interviewer as to who should represent the population. “Judges” (informed individuals) may also
be asked to suggest who should be in the sample.

c. Referral / Snowball Sampling

It involves samples which require respondents to provide the names of additional respondents.
d. Quota Sampling
It involves samples that set a specific number of certain types of individuals to be interviewed.