Slide 1.

Selecting Samples

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.2

Population, sample and individual cases

Population
Figure is all the
7.1 Population, entities
sample that are relevant
and individual cases for your
research(people or companies)
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.3

If population is small(<50)..…census
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Reasons for Drawing a Sample
◼ Less time consuming than a census
◼ Less costly to administer than a census
◼ Less cumbersome and more practical to
administer than a census of the targeted
population
Slide 1.5

Representative
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.6

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.7

To deve

Disadvantage:
-Usually more expensive than non-probability samples due
to the added time required to develop the sample design,
procedures and especially the sampling frame, as well as the
additional time required to collect the data.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.8

Advantages:
-Lower cost than probability samples; Less research time
required
-Acceptable when the level of accuracy of the research
results is not of utmost importance.
-Often produces samples quite similar to the population of
interest when conducted properly.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.9

Sampling techniques

(representative) (Judgemental)

Figure 7.2 Sampling techniques

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Probability Sampling

◼ Subjects of the sample are chosen based on

known probabilities

Probability Samples

Simple
Systematic Stratified Cluster
Random
Slide 1.11

Probability sampling-Steps

1. What is the relevant population?

2. What are the parameters of interest?

3. Identify sampling frame from research objectives (

determine all the cases in population from which sample is drawn)

4. Decide on a suitable sample size and the cost

5. Select the appropriate technique and the sample

6. Check that the sample is representative

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.12

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.13

Sample size

Choice of sample size is influenced by

• Confidence needed in the data 1%, 5%? Level of

certainty that sample characteristics represent those of the
population

• Margin of error that can be tolerated

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.14

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.15

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.16

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.17

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Systematic Samples
◼ Decide on sample size: n
◼ Divide frame of N individuals into groups of k
individuals: I=N/n
◼ Randomly select one individual between 1 and
I
◼ Select every k-th individual thereafter
N = 64
n=8 First Group
I=8
Slide 1.19

Population is divided according to some relevant variable

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Stratified Samples
◼ Population divided into two or more groups
according to some common characteristic
◼ Simple random sample selected from each
group
◼ The two or more samples are combined into
one
Slide 1.21

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.22

Population is divided according to some naturally occurring variable

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Cluster Samples
◼ Population divided into several “clusters,” each
representative of the population
◼ Simple random sample selected from each
◼ The samples are combined into one

Population
divided
into 4
clusters.
Slide 1.24

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Advantages and Disadvantages
◼ Simple random sample and systematic sample
◼ Simple to use
◼ May not be a good representation of the
population’s underlying characteristics
◼ Stratified sample
◼ Ensures representation of individuals across the
entire population
◼ Cluster sample
◼ More cost effective
◼ Less efficient (need larger sample to acquire the
same level of precision)
Slide 1.26

Summary
• Choice of sampling techniques depends upon the
research question(s) and their objectives

• Probability sampling requires a sampling frame and

can be more time consuming

• When a sampling frame is not possible, non-

probability sampling is used

• Many research projects use a combination of

sampling techniques
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.27

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.28

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.29

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.30

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.31

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.32

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009