Sampling

Sampling refers to the process of selecting apportion of the

population to represent the entire population.

–The population is the total group of people from whom

information is needed.
–Defining the population of interest is the first step in the
sampling process

For sampling to be successful, the selected sample should be

representative of the population as a whole.

Sample versus Census

In a census, data are obtained from or about every member of

the population of interest.
sample
A subset of all the members of a population of interest.

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Censuses are seldom employed in marketing research, as
populations of interest to marketers normally include many
thousands or even millions of individuals.

Developing a Sampling design process

The process of developing an operational sampling plan can be
summarized by the following steps.

The Sampling Design Process

i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process

Step 1: Define the Population of Interest

Sampling design begins by specifying the target population

Target population

Defining the target population involves translating the problem

definition into a precise statement of who should and should not
be included in the sample.

The basic issue in developing a sampling plan is to specify the

characteristics of those individuals or things (for example,
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customers, companies, stores) from whom or about whom
information is needed to meet the research objectives.

The population of interest is often specified in terms of

1-geographic area: The area could be a city, a county, or a

number of countries.

2-demographic characteristics: For example, age ,gender or

educational level.

3-product or service usage characteristics: refers to how many

times the population uses the products during a specific time
period.

4- awareness measures. The researcher may be interested in

surveying those individuals who are aware of the company’s
advertising or the promotional campaign as a whole.

Step 2: Determine the Sampling Frame

A sampling frame
A list of population elements from which units to be sampled
can be selected .

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it is a representation of elements of the target population. It
consists of a list or set of directions for identifying the target
population.

Step 3: Select a Sampling Method

The fourth step in developing a sampling plan is selection of a

sampling method, which will depend on the objectives of the
study, the financial resources available, time limitations, and the
nature of the problem under investigation. The major alternative
sampling methods can be grouped under two headings:
probability sampling methods and nonprobability sampling
methods.

A Classification of Sampling Techniques

probability samples
Samples in which every element of the population has a known,
nonzero likelihood of selection.

nonprobability samples
Samples in which specific elements from the population have
been selected in a nonrandom manner.

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Step 4: Determine Sample Size

Once a sampling method has been chosen, the next step is to

determine the appropriate sample size.

In general, for more important decisions more information is

necessary, and that information should be obtained very
precisely. This calls for larger samples, but as the sample size
increases, each unit of information is obtained at greater cost.

The nature of the research also has an impact on the sample size.
For exploratory research designs, such as those using qualitative
research, the sample size is typically small. For conclusive
research, such as descriptive surveys, larger samples are
required.

Likewise, if data are being collected on a large number of

variables, i.e. many questions are asked in a survey,
larger samples are required. The cumulative effects of sampling
error across variables are reduced in a large sample.

If sophisticated analysis of the data using multivariate

techniques is required, the sample size should be large. The
same applies if the data are to be analysed in great detail. Thus,
a larger sample would be required if the data are being analysed
at the subgroup or segment level than if the analysis is limited to
the aggregate or total sample.
However, with probability samples, researchers use formulas to
calculate the sample size required, given target levels of
acceptable error (the difference between sample result and
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population value) and levels of confidence (the likelihood that
the confidence interval—sample result plus or minus the
acceptable error—will take in the true population value).

step 5: Execute the sampling process

The operational procedures to be used in selecting sample

elements in the data-collection phase of a project should be
developed and specifi ed, whether a probability or a
nonprobability sample is being used.

The final step in the sampling process is execution of the

operational sampling plan.

This step requires adequate checking to ensure that specified

procedures are followed.

Probability Sampling Methods

1-simple random sample ‫عشوائية بسيطة‬

A probability sample selected by assigning a number to every

element of the population and then using a table of random
numbers to select specific elements for inclusion in the sample.
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2-systematic sampling‫عشوائية منتظمة‬

Probability sampling in which the entire population is numbered

and elements are selected using a skip interval.

The main advantage of systematic sampling over simple random

sampling is economy.

Systematic sampling is often simpler, less time-consuming, and

less expensive to use than simple random sampling. The greatest
danger lies in the possibility that hidden patterns within the
population list may inadvertently be pulled into the sample.
However, this danger is remote when alphabetical listings are
used.

3-stratified sample ‫طبقية‬

A probability sample that is forced to be more representative

through simple random sampling of mutually exclusive and
exhaustive subsets.

Stratified samples are probability samples that are distinguished

by the following procedural steps:

1. The original, or parent, population is divided into two or more

mutually exclusive and exhaustive subsets (for example, male
and female).
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2. Simple random samples of elements from the two or more
subsets are chosen independently of each other.

4-cluster sample ‫عنقودية‬

A probability sample in which the sampling units are selected
from a number of small geographic areas to reduce data
collection costs.
There are two basic steps in cluster sampling:

1. The population of interest is divided into mutually

exclusive and exhaustive subsets.

2. A random sample of the subsets is selected.

Sampling part 2

Nonprobability Sampling Methods

Non-probability sampling is defined as a sampling technique in

which the researcher selects samples based on the subjective
judgment of the researcher rather than random selection.

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Non-probability sampling is most useful for exploratory studies
like exploratory study (deploying a survey to a smaller sample
compared to pre-determined sample size).

Commonly, there are three main types of non-probability

sampling techniques include convenience sampling, judgemental
sampling, quota sampling.

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1-Convenience sample ‫استقرابية‬

is a non-probability sampling technique where samples are

selected from the population only because they are conveniently
available to the researcher. Researchers choose these samples
just because they are easy to recruit, and the researcher did not
consider selecting a sample that represents the whole population.
Ideally, in research, it is good to test a sample that represents the
population. But, in some research, the population is too large to
examine and to be able to consider the entire population.

convenience sampling is a common type of non-probability

sampling where you choose participants for a sample, based on
their convenience and availability.

It is one of the reasons why researchers rely on convenience

sampling, which is the most common non-probability sampling
method, because of its speed, cost-effectiveness, and ease of
availability of the sample.

It is a cheap and quick way to collect people into a sample and

run a survey to gather data. Because of this, it is usually used for
quick user opinion polls or pilot testing.

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A major advantage of Convenience sampling is that it is the
least expensive and least time-consuming of all sampling
techniques.

A major disadvantage of using this type of sampling technique is

the inability to calculate sampling error. There are four types of
nonprobability sampling techniques.

2-judgment samples ‫تحكمية‬

Nonprobability samples in which the selection criteria are based

on the researcher’s personal judgment about representativeness
of the population under study.

Judgment sampling, called also purposive sampling .it is a form

of convenience sampling in which the population elements are
purposely selected based on the judgement of the researcher to
obtain representative samples (e.g., specific private college or
universities, test markets).

3-quota samples ‫حصصية‬

Quota sampling is a non-probability sampling technique similar

to stratified sampling. In this method, the population is split into
segments (strata) or subgroups.
It is A non-probability sampling technique that is a two-stage
restricted judgmental sampling. The first stage consists of

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developing control categories or quotas of population elements.

In the second stage, sample elements are selected based on

convenience or judgement.

Two key differences between a quota sample and a stratified

sample:
• - Respondents for a quota sample are not selected on a random

basis, as they must be for a stratified sample.

• In a stratified sample, the classification factors used for

stratification must be selected on the basis of the existence of a
correlation between the classification factor and the behavior
of interest.

Difference Between Sampling and Non-Sampling Error

An ideal research design seeks to control various types of error,

but there are some potential sources which may affect it.

In sampling theory, total error can be classified into two

categories, i.e. sampling error and non-sampling error.

Sampling error is one which occurs due to

unrepresentativeness of the sample selected for observation.
Conversely, non-sampling error is an error arise from human

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error, such as error in problem identification, method or
procedure used, etc

A-Sampling error is the degree to which your sample deviates

from the population’s characteristics.

It is a statistical calculation of the difference between results

from a sample and the actual parameters of a population.

B-Non sampling error

1. Population specification error (non-sampling error)

This error occurs when the researcher does not understand who
they should survey.

2. Sample frame error (non-sampling error)

A frame error occurs when the wrong sub-population is used to
select a sample.
Frame errors can also happen when respondents from outside
the population of interest are incorrectly included. For example,
say a researcher is doing a national study.

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3. Selection error (non-sampling error)
This occurs when respondents self-select their participation in
the study – only those that are interested respond. It can also be
introduced from the researcher’s side as a non-random sampling
error.

4. Non-response (non-sampling error)

The non-response error may occur due to refusal by respondents
to give information or the sampling units may be inaccessible.
This error arises because the set of units getting excluded may
have characteristic so different from the set of units actually
surveyed as to make the results biased.

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Determine the sample size

Sample size refers to the number of elements to be included in

the study. Determining the sample size involves several
qualitative and quantitative considerations.

Important qualitative factors to be considered in determining the

sample size include:
(1) the importance of the decision;
(2) the nature of the research;
(3) the number of variables;
(4) sample sizes used in similar studies;
(5) resource constraints.

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assignment
private university aims to increase its market share and has
resorted to an institution specialized in conducting marketing
research to conduct marketing research whose results can help in
achieving its goal.
If you are a marketing researcher and were asked to conduct this
research, follow the practical steps that you studied in this
course to conduct this research.

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