Introduction

A sample is a commonly used word that we use in our daily lives to represent a larger object or
set of objects.
● We use samples when the entire object or set of objects cannot be used.
● Studying a large population may not just be difficult but also impossible sometimes. In
such a situation, taking a sample from the population and studying it is the only feasible
way.
● Although taking samples is not an easy task. An incorrect sample will lead to incorrect
conclusions about the population. Thus, designing an appropriate sample is a crucial
part of the research.

Definition of Sample
● Before defining a sample, it is important to understand the term "population." A
population is the aggregate of all the members of a defined group that is being studied.
● Either a sample or census is used to obtain information about the population.
● A census involves the collection of data from every member of the population being
studied.
● A sample is a group of people objects or items taken from a larger population as a
representative of the population.
● The process of making an analysis using a partial part of the population is known as
sampling.

What is the need for the Sample?

● One can hardly ever define clearly who makes up the entire population.
● Studying the population also can be too costly in terms of human resources and other
expenses.
● It can be very time-consuming.
● There is also a lot of scope for error.
● If the population size is large, assessing the entire population may be impossible,
impractical, expensive, or even inaccurate.

Destructive Testing
Sometimes, observation results require destruction. In such a case, a census will lead to the
destruction of the entire population.
● For example, it is required to test the strength of a manufactured product by applying
stress until the unit breaks. If this procedure is applied to an entire population, everything
will be broken. This kind of testing is named destructive testing.

Sampling Design Process

The sampling design process involves several steps required to arrive at a representative
sample of the population such that the sample's attributes are similar to the population being
studied. Sampling design is highly dependent on all the aspects of an overall research design.
The steps of the sampling design process are:-
● Target Population Definition
 ● Selection of sampling frame
● Select a sampling Technique
● Determine the Sample size

NON - PROBABILITY SAMPLING

Under non-probability sampling, the researcher purposely chooses the particular elements of
the population for constituting a sample.
● It is done on the assumption that the small sample that they select out of a large
population will be typical or representative of the whole population.
● The non-probability sampling can be further classified as convenience sampling,
purposive sampling, quota sampling, and snowball sampling.

Convenience
● Convenience sampling is a technique, in which samples are selected from the population
only because they are conveniently available to the researcher.
● The results from such a sample cannot be generalized to a larger population.
● Examples of convenience sampling can be sampling friends, colleagues, and shoppers
at a single mall. Such samples are biased because researchers may reflexively
approach some kinds of respondents and avoid others.

Purposive Sampling
● For purposive sampling, the researcher chooses the sample based on who they believe
would be suitable for the study.
● It is also called judgement sampling as the researcher uses his judgment to select the
sample. There is a great chance of personal bias and may select a sample that will yield
results favourable to their point of view.
● For example, many companies often try out new product ideas on their employees who
are more favourable to new ideas than the general public. If the product does not pass
this group, it has no prospect of success in the general market.

Quota Sampling
● Under quota sampling, the samples are decided on in quotas from exceptional strata.
The actual selection of the items for the sample is based on the researcher's discretion.
● It may be considered a two-stage restricted judgmental sampling.
● For example, for studying the technology managers across companies, the quota can be
divided into 30℅ from small-scale industries, 30% from medium-scale industries, and
40% from large-scale industries.

Snowball Sampling
● Snowball sampling is also called chain sampling, chain-referral sampling, or referral
sampling.
● Existing sample elements recruit sample elements from their contacts. The sampling
starts with a small pool of elements that fit the sampling criteria and by their referral, the
sample size grows. Thus, the sample group seems to expand like a rolling snowball.
 ● Examples can be alcohol addicts or AIDS patients. Snowball sampling can be used to
access experts in a certain field or members of a particular business group, etc. Such
samples are vulnerable to many biases.

PROBABILITY SAMPLING
● In probability sampling, the sample is selected from a population based on the principle
of randomization (elements from the population are randomly selected)
● Each element's probability of inclusion can be calculated.
● Inferences made from data collected can be generalized to the population.
● The method chosen to select a sample depends on several factors, such as
○ the available sampling frame,
○ the population spread out,
○ the cost to survey members of the population, and
○ the data analysis requirements.
● The most common probability sampling methods are simple random sampling,
systematic sampling, stratified sampling, and cluster sampling.

Simple Random Sampling

● This is the sampling technique in which each item in the population has an equal chance
and probability of being selected from the sample.
It signifies that each element is independent for equal chances of selection.
● For example, a five-star hotel has 1000 employees and they need to allocate the night
shift to 100 members. The employee names were kept in the bucket for random
selection.

Systematic Sampling
It is also known as interval sampling.
● The sample is opted by selecting any point and then picking every nth element in
progression from the sampling structure.
● The sampling interval "I," is calculated by dividing the population size "N" by the =
sample size "n."
● The gap between the elements is rounded off to the closest number.
● Example:- In a class of 50 students, every 5th student sitting on a bench is selected as a
respondent for the research task. Hence, students are selected at fixed intervals.

Stratified sampling
● The population shall be divided into homogenous groups, known as strata.
● These homogenous groups are segregated or divided based on some common
characteristics of the population.
● It can be divided into strata based on any characteristic like age, sex, income group, etc.
● For example, the random public school wanted to assess students' opinions on Boards
for 12th class examinations. School management decided to survey students from 9th
Grade to 12th Grade. To ensure a representative sample of students from all grade
levels, the school can use a stratified sampling technique. In this case, the strata can be
 the four grade levels (grades 9-12). The school board can select a sample within each
stratum, i.e., each grade. Twenty-five students from each grade in this sample can be
selected using simple random or systematic sampling, making up a total sample of 100
students.

Cluster Sampling
● The population is divided into subpopulations randomly without any basis or
characteristics.
● A random sample of clusters is selected from these subpopulations based on random
sampling.
● This is used when we want to examine the characteristics of a group rather than an
individual element.
● When sample elements are further selected from these subpopulations it will be known
as Multi-stage sampling.
● When the clusters are made based on the geographical area known as area sampling.
● For example, a researcher who is looking to understand the Smartphone use by the
college students of arts in India. If there are 200 colleges with approximately 5000
students. Here few colleges will be randomly selected; say 10 colleges and all the
students of these 10 colleges are interviewed.

REFERENCES:
● H.K Dangi & Shruti Dewan, Business Research Methods (Book), E 2016, Cengage
Learning India Pvt. Ltd., India

● Shubham Singhania, Types of Sampling Techniques (Lecture), 13th August 2020, Anuj
Jindal
https://youtu.be/ZzMdtmPZ82E

● Mitul Dimar, Types of Sampling Method (Lecture), 27th May 2020, Management by Mitul
Dimar
https://youtu.be/_pc3iHU9vHo