Chapter Eleven

Sampling:
Design and Procedures

Copyright © 2010 Pearson Education, Inc. 11-1

 1. Chapter Outline

1) Overview
2) The Sampling Design Process
3) A Classification of Sampling
Techniques
4) Nonprobability Sampling
5) Probability Sampling
6) Choosing Nonprobability
Versus Probability Sampling

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 2. The Sampling Design Process

A. Define the Population

B. Determine the Sampling Frame

C. Select Sampling Technique(s)

D. Determine the Sample Size

E. Execute the Sampling Process

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 2. The Sampling Design Process: Define the
Target Population
A. Define the Target Population
The target population is the collection of
elements/objects/people that possess the
information sought by the researcher and about
which inferences are to be made. The target
population should be defined in terms of:
• An element is the object about which or from
which the information is desired
• e.g., a person in the population.
• A sampling unit is an element that is available
for selection at some stage of the sampling
process.
• E.g., a respondent who takes your survey
• Extent refers to the geographical boundaries.
• Time is the time period under consideration.
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 2. The Sampling Design Process: Define the
Target Population

Important factors in determining the

sample size are:

• the nature of the research

• Surveys need more people; qualitative
interviews need less
• the number of variables
• More variables = more people
• the nature of the analysis
• Certain methods require more people –
e.g. t-tests need more than simple
averages.
• sample sizes used in similar
studies
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 2. Sample Sizes Used in Marketing
Research Studies

Type of Study Minimum Size Typical Range

Market potential research 500 1,000-2,500

Pricing research 200 300-500

Product tests 200 300-500

Test marketing studies 200 300-500

TV, radio, or print advertising (per 150 200-300

commercial or ad tested)
Test-market audits 10 stores 10-20 stores

Focus groups 2 groups 6-15 groups

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3. Classification of Sampling Techniques

Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster

Sampling Sampling Sampling Sampling

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3. Classification of Sampling Techniques

• A probability sampling scheme is

one in which every unit in the
population has a chance (greater
than zero) of being selected in the
sample.

• Nonprobability sampling is any sampling

method where some elements of the population
have no chance of selection
• these are sometimes referred to as 'out of
coverage'/'undercovered'.

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 4. Nonprobability Sampling -
Convenience Sampling

Nonprobability sampling techniques include:

convenience, judgmental, quota, and
snowball sampling

Convenience sampling attempts to obtain a

sample of convenient elements. Often,
respondents are selected because they happen
to be in the right place at the right time.
Examples:
• Use of student respondents
• Members of social organizations
• “People on the street” interviews
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4. Nonprobability Sampling - Judgmental
Sampling

Judgmental sampling is a form of convenience

sampling in which the population elements are
selected based on the judgment of the
researcher.

Examples:
• Test markets.
• e.g. Columbus, OH
• Bellwether precincts (precincts that indicate
broader trends) selected in voting behavior
research.
• Expert witnesses used in court.

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4. Nonprobability Sampling - Quota
Sampling
Quota sampling may be viewed as two-stage
restricted judgmental sampling.
1. The first stage consists of developing quotas
of population elements.
2. In the second stage, sample elements are
selected based on convenience or judgment.

Quota Population Sample

Variable composition composition
319m. total 1000 total

Sex Percentage Percentage Number

Male 48% 48% 480

Female 52% 52% 520
____ ____ ____
100% 100% 1000

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4. Nonprobability Sampling - Snowball
Sampling

In snowball sampling, an initial group of

respondents is selected, usually at random.
• After being interviewed, these respondents
are asked to identify others who belong to
the target population of interest.
• Subsequent respondents are selected based
on the referrals.

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 5. Probability Sampling –
Simple Random Sampling

Probability sampling techniques

include:
• Simple random, systematic,
stratified, and cluster sampling

Simple Random Sample:

• Each element in the population has
a known and equal probability of
selection.
• Each possible sample of a given size (n) has a
known and equal probability of being the
sample actually selected.
• This implies that every element is selected
independently of every other element.
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5. Probability Sampling – Systematic
Sampling

Systematic Sampling
• The sample is chosen by selecting a random
starting point and then picking every ith (e.g.
5th, 10th) element in succession from the
sampling frame.
• The sampling interval, i, is determined by
dividing the population size, N, by the sample
size, n, and rounding to the nearest integer.
• When the ordering of the elements is related to
the characteristic of interest (e.g. age),
systematic sampling increases the
representativeness of the sample.
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5. Probability Sampling – Systematic
Sampling
For example:
• There are 100,000 people in the population (N).
• Each person is put into order based on age.
• A sample (n) of 1,000 is desired.
• In this case the sampling interval, i, is 100.
• (100,000/1,000) = 100
• A random number between
1 and 100 is selected.
• If, for example, this number
is 23, the sample consists
of elements 23, 123, 223,
323, 423, 523, and so on.

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5. Probability Sampling – Stratified
Sampling

Stratified Sampling:
1. A two-step process in which the population is
partitioned into subpopulations, or strata.
• Every person in the population should be assigned to
one and only one stratum and no population elements
should be omitted.
2. Next, elements are selected from each stratum
by a random procedure, usually simple random
sampling.

• A major objective of stratified sampling is to

increase precision without increasing cost.

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5. Probability Sampling – Stratified
Sampling

• The elements/people within a stratum (e.g.

male) should be as homogeneous as
possible.
• The elements/people across strata (e.g.
male, female) should be as heterogeneous
as possible.
• The stratification
variables should
also be closely
related to the
characteristic of
interest.

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5. Probability Sampling – Stratified
Sampling
• In proportionate stratified sampling, the
size of the sample drawn from each stratum is
proportionate to the relative size of that
stratum in the total population.

• E.g. stratify by gender, pick 50 men and 50 women

• In disproportionate stratified sampling,

the size of the sample from each stratum is
proportionate to the relative size of that
stratum and to the standard deviation of the
distribution of the characteristic of interest
among all the elements in that stratum.

• E.g. gender + employment status (see next page)

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5. Probability Sampling – Disproportionate
Stratified Sampling
Disproportionate Stratified Sampling, example:
Suppose that in a company there are the following staff:
• female, full time: 90
• female, part time: 18
• male, full time: 9
• male, part time: 63
• Total: 180

We are asked to take a sample of 40 staff, stratified according to the

above categories.
Find the total number of staff (180), calculate the percentage in each
group, and calculate the number per group
• % female, full time = 90 / 180 = 50% = 20
• % female, part time = 18 / 180 = 10% = 4
• % male, full time = 9 / 180 = 5% = 2
• % male, part time = 63 / 180 = 35% = 14
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 5. Probability Sampling – Cluster Sampling

Cluster Sampling:

1. The target population is first divided into

mutually exclusive and collectively
exhaustive subpopulations, or clusters.

2. Then a random sample of clusters is

selected, based on a probability sampling
technique such as simple random sampling.

3. For each selected cluster, either all the

elements are included in the sample (one-
stage) or a sample of elements is drawn
probabilistically (two-stage).
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5. Probability Sampling – Cluster Sampling

Note: In stratified sampling, a

random sample is drawn from
each of the strata, whereas in
cluster sampling only the
selected clusters are studied (all
elements are used).

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6. Choosing Nonprobability Vs. Probability
Sampling
Technique
Nonprobability Sampling
Convenience sampling
Judgmental sampling
Quota sampling
Snowball sampling
Probability Sampling
Simple random sampling
Systematic sampling
Stratified sampling
Cluster sampling
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Strengths
Least expensive, least
time-consuming, most
convenient
Low cost, convenient,
not time-consuming
Sample can be controlled
for certain characteristics
Can estimate rare
Characteristics, convenient
Representative,
results, projectable
Can increase
representativeness,
easier to implement than
SRS, sampling frame not
necessary
Include all important
subpopulations,
representative
Easy to implement, cost
effective, more representative interpret results
Weaknesses
Selection bias, sample not
representative, not recommended for
descriptive or causal research
Does not allow generalization,
Subjective, selection bias
Selection bias, no assurance of
representativeness
Selection bias, time-consuming
Difficult to construct sampling
frame, expensive, lower precision
Can accidentally decrease
representativeness
Difficult to select relevant
stratification variables, not feasible to
stratify on many variables, expensive
Imprecise, difficult to compute and
11-22
6. Choosing Nonprobability Vs. Probability
Sampling

Conditions Favoring the Use of

Factors Nonprobability Probability
sampling sampling

Nature of research Exploratory Conclusive

Variability in the population Homogeneous Heterogeneous

(low (high
variability) variability)

Statistical considerations Unfavorable Favorable

Operational considerations Favorable Unfavorable

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 Questions??

Thanks!

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