Sampling

Sampling is the process

of selecting a small number of elements
from a larger defined target group
of elements such that
the information gathered
from the small group will allow judgments
to be made about the larger groups
Census
A census is a count of all elements in
population
Steps in Sampling Design

1. Define the Population of Interest

2. Identify a Sampling Frame (if
possible)
3. Select a Sampling Method
4. Determine Sample Size
5. Execute the Sampling Plan
1.Define the Population of Interest

 Population of interest is entirely

dependent on Management Problem,
Research Problems, and Research
Design.
 Some Bases for Defining Population:
 Geographic Area
 Demographics
 Usage/Lifestyle
 Awareness
2.Sampling Frame
 A list of population elements (people,
companies, houses, cities, etc.) from
which units to be sampled can be
selected.
 Difficult to get an accurate list.
 Sample frame error occurs when
certain elements of the population are
accidentally omitted or not included
on the list.
Sampling Methods
 Probability Sampling
Concept of random selection

 Non-probability Sampling
Choice is subjective.
Types of Sampling Methods
Probability Nonprobability
 Simple random  Convenience

sampling sampling
 Systematic  Judgment

random sampling sampling

 Stratified random  Quota sampling

sampling  Snowball sampling

 Cluster sampling
Probability Sampling
Simple random sampling is a method
of probability sampling in which every
unit has an equal nonzero chance of
being selected
Systematic random sampling
Systematic random sampling is a
method of probability sampling in
which the defined target population is
ordered and the sample is selected
according to position using a skip
interval
Stratified random sampling
Stratified random sampling is a
method of probability sampling in which
the population is divided into different
subgroups and samples are selected
from each
Cluster Sampling
Population is divided into internally
heterogenous sub groups
Some are randomly selected for
further study
Non-probability
 Convenience sampling is used in
exploratory research where the
researcher is interested in getting an
inexpensive approximation of the
truth. As the name implies, the
sample is selected because they are
convenient.
Judgment sampling
Judgment sampling is a common
nonprobability method. The
researcher selects the sample based
on judgment. This is usually and
extension of convenience sampling.
Quota sampling
Quota sampling is the nonprobability equivalent
of stratified sampling. Like stratified sampling,
the researcher first identifies the stratums and
their proportions as they are represented in the
population. Then convenience or judgment
sampling is used to select the required number
of subjects from each stratum. This differs from
stratified sampling, where the stratums are
filled by random sampling.
Snowball sampling
 Snowball sampling is a special non probability
method used when the desired sample characteristic is
rare. It may be extremely difficult or cost prohibitive to
locate respondents in these situations. Snowball
sampling relies on referrals from initial subjects to
generate additional subjects. While this technique can
dramatically lower search costs, it comes at the
expense of introducing bias because the technique
itself reduces the likelihood that the sample will
represent a good cross section from the population.