Sampling Methods

in Social Research

• What is sampling?

• Type and usages of sampling methods in social research

• Difference between probability sampling and non-probability sampling methods

• How do you decide on the type of sampling to use?

What is Sampling (Method)?

• Sampling is a technique of selecting

individual members or a (representative)
subset of the population to make statistical
inferences from them and estimate the
characteristics of the whole population.
What is Population?
• In the context of sampling methods, the
"population" refers to the entire group or
collection of individuals, objects, or
events that the researcher wants to
study or make inferences about. This
could be people, animals, plants,
products, organizations, or any other
entities that are of interest in the
research.
What is Sample?
• In sampling methods, a "sample" refers to a
subset of individuals, objects, or events selected
from a larger population for the purpose of
research or study.
• A representative subset of a population
• The sample is chosen to represent the population
of interest accurately, allowing researchers to
make inferences or generalizations about the
population based on the characteristics of the
sample.
Types:
Sampling

Probability Non-probability

Simple 1. 5.
Convenience
Systematic 2. 6.
Purposive
Stratified 3. 7.
Snowball
Cluster 4. 8. Quota
• Probability sampling: it employs strict probability rules in the selection
process: every unit of the population has an equal, calculable and no-zero
probability of being selected for the sample. It allows computation of accuracy
of selection and offers a huge degree of representativeness; however, the
method is expensive, time consuming and relatively complicated since it
requires a large sample size and the units selected are usually widely
scattered.

• Non-probability sampling: this method is less strict and makes no claim for
representativeness. It is generally left up to the researcher or the interviewer
to decide which sample units should be chosen, and is employed in
exploratory research, observational research and qualitative research.
1. Simple Random Sampling for Quantitative Research

• All sampling units (populations) have an equal chance of being selected.

• By lottery, random numbers, computer method

• Example:
- If you need 100 samples out of 500 populations, randomly select any
samples until you get sufficient sample through lottery, random number and
computer method and other; first letter of firs / last name, birthday or month.
2. Systematic Sampling
1 Moses
2 James
• Not randomly selected, but through system of computation 3 David
• Maintain randomness and select the sampling unites throughout the whole population 4
• The system is based on the sampling fraction method. 5
6
Example: 7
If you need 20 samples nursing students out of 100, here is the formular:
8 John
k = 100 / 20
9
k=5
10
11
Randomly select a number between 1 and 5 and add ‘5’ for another sample until 100.
12
Eg. You chose ….. 1, 2, 3, 4, 5,
13 Sarah
Sampling Code will be: 3, 8 (3+5), 13 (8+5), 18, 23, 28………………………………….....100
14
15
3. Stratified Sampling
• In this method, samples are divided into a number of strata (class / group) and a
sample is drawn from each stratum.
• Division of the population into strata is base on one or more significant criteria: such
as, sex, age, ethnic background, race or education or economic status
• The sample size can be proportionate or disproportionate

Example:
• If there need 100 samples out of villagers, can stratify them base on ages.
• Divide them into four age groups (0-25, 26-50, 51-75, 76- 100), then select (10)
sample from each age group or different number of samples base on the size of the
population of the group.
• Use one method (simple or systematic) mentioned above to select sample from
each department.
Different age groups
4. Cluster (group) Sampling

• Divide the entire population into sections or clusters representing of a

population
• Based on demographic parameters like age, sex, location, ethnicity and etc.
(common identity)

Example:
Suppose, International office of SU wishes to study the academic performance
of foreign student studying in Silliman University.
In that case, they can divide the foreign students into clusters based on the
country they came from: USA, China, Myanmar, Japan
All foreign students of Country-wise grouped foreign Select any group Group studies
Silliman University students
5. Convenience Sampling for Qualitative Research

• This method depends on the ease of access to subjects

• Researchers have nearly no authority to select the sample elements, and it’s
purely done based on proximity and not representativeness.
• This non-probability sampling method is used when there are time and cost
limitations in collecting feedback.

Eg. Researchers may stand at a street corner, Infront of shipping center,

university entrance and interview certain number of persons passing by.
6. Purposive / Judgmental Sampling for Qualitative

• This method depends on researcher’s discretion (preference)

• Researchers purely consider the purpose of the study, along with the
understanding of the target audience.
• Researcher purposely chooses the participants from the most qualified
individuals based on a set of criteria and the individuals’ ability to offer valid
and useful information.

• Eg. To study the problems of migrant group in a community, researchers may

interview local priests, club secretaries, functionaries of ethnic welfare groups
because they can offer more valid and useful information than migrants.
7. Snowball Sampling

• This method is applied when the subjects are difficult to trace (illegal migrants)
/ when the topic is highly sensitive and not openly discussed (HIV Aids)
• Researcher choose a few respondents and ask them to recommend other
people (samples) who meet the criteria of the research and willing to
participate
• This process is continued until data saturation: until no more substantial
information can be acquired through additional respondents or until no more
respondents are available.
8. Quota Sampling

• In this method, researcher set a pre-set standard (selection criteria: age,

gender, marital status, ethnicity, education etc.…) of respondents and
determine its size.
• then purposefully select participants from each subgroup until the quota for
that subgroup is filled.
• Also known as dimensional sampling: consider all significant dimensions of
the population.
• not always guarantee a representative sample, need to consider its limitations
when interpreting the results of their studies
Probability Sampling for Non-probability Sampling for
Quantitative Research Qualitative Research
 Quantitative Sampling Qualitative Sampling
Is relatively large Is relatively small
In most cases it employs statistics In most cases it employs no statistics
Is often based on probability theory Is often based on saturation
Allows no researcher bias in selection Allows researcher influence in selection
It size is statistically determined It size is not statistically determined
Occurs before data collection Occurs during data collection
Involves complex procedures Involves simple procedures
Its parameters are fixed Its parameters are flexible
Involutes high costs Involutes very low costs
It is time consuming It is not time consuming
It is representative It is not representative
It is laborious It is easy
It treats respondents as units It treats respondents as persons
Facilitates inductive generalizations Facilitates analytical generalizations
How do you decide on the type of sampling to use?
For any research, it is essential to choose a sampling method accurately to meet the
goals of your study. The effectiveness of your sampling relies on various factors.

• Jot down the research goals. Generally, it must be a combination of cost, precision, or
accuracy.

• Identify the effective sampling techniques that might potentially achieve the research goals.

• Test each of these methods and examine whether they help achieve your goal.

• Select the method that works best for the research.

Quantitative Qualitative
Sample
Salamat…!