Research Methodology

Sampling Methods, Process,

Types and Procedures
INTRODUCTION

Sampling is the process of selecting observations (a sample) to

provide an adequate description and inferences of the
population.
– Sample
 It is a unit that is selected from population
 Represents the whole population
 Purpose to draw the inference

– Why Sample???
– Sampling Frame
Listing of population from which a sample is chosen
SAMPLING
SAMPLING
Homogeneous & Heterogeneous Population
SAMPLING DESIGN PROCESS
Research Methodology

PROBABILITY SAMPLING
 A probability sample is a sample in which every unit in the
population has a chance (greater than zero) of being selected
in the sample, and this probability can be accurately
determined.
Types of Probability Sampling

 Simple Random Sampling

 Stratified Random Sampling
 Systematic Random Sampling
 Cluster Random Sampling
 Mixed/Multi-Stage Random Sampling
SIMPLE RANDOM SAMPLING

• Each person in the population has the same

probability of being selected for the sample. All
subsets of the frame are given an equal probability.
• Researcher must first prepare an exhaustive list
(sampling frame) of all members of the population of
interest. From this list, the sample is drawn so that
each person or item has an equal chance of being
drawn during each selection round
 Random number generators
SIMPLE RANDOM SAMPLING

Advantages:
• Minimal knowledge of population needed
• Easy to analyze data

Disadvantages:
• Low frequency of use
• Does not use researchers’ expertise
• Larger risk of random error
SYSTEMATIC RANDOM SAMPLING

• Order all units in the sampling frame

• Researcher selects every nth member after randomly selecting the first
through nth element as the starting point.
• For example, if the researcher decides to sample 20 respondents from a
sample of 100, every 5th member of the population will systematically be
selected.
SYSTEMATIC RANDOM SAMPLING

Advantages:
 Moderate cost; moderate usage
 Simple to draw sample
 Easy to verify

Disadvantages:
 Periodic ordering required
STRATIFIED RANDOM SAMPLING

 Most effective method of sampling when a researcher wants

to get a representative sample of a population.
 It  involves categorizing the members of the population into
mutually exclusive and collectively exhaustive groups.
 Subsamples are randomly selected from each strata
 Provide more precise estimates if the population being
surveyed is more heterogeneous than the categorized groups
STRATIFIED RANDOM SAMPLING

Advantages:
 Assures representation of all groups in sample
population
 Characteristics of each stratum can be estimated
and comparisons made

Disadvantages:
 Requires accurate information on proportions of
each stratum
 Stratified lists costly to prepare
CLUSTER SAMPLING

• A cluster (a group of population elements), constitutes the sampling unit,

instead of a single element of the population.
• The sampling in this technique is mainly geographically driven. The
population is divided into subgroups (clusters) like families.
• A simple random sample is taken from each cluster
• Survey of institutions or households within a given geographical area.
CLUSTER SAMPLING

Advantages:
 Can estimate characteristics of both cluster and
population

Disadvantages:
 The cost to reach an element to sample is very high
 Each stage in cluster sampling introduces sampling
error—the more stages there are, the more error
there tends to be
MULTISTAGE SAMPLING

• Multistage sampling divides large populations into stages to make the sampling
process more practical. A combination of stratified sampling or cluster sampling
and simple random sampling is usually used.

• Example: Find out which subjects U.S. school children preferred. A population list
— a list of all U.S. schoolchildren– would be near-impossible to come by, so you
cannot take a sample of the population.
• Instead, you divide the population into states and take a simple random sample of
states.
• For the next stage, you might take a simple random sample of schools from within
those states.
• Finally you could perform simple random sampling on the students within the
schools to get your sample.

• Example: Australian Bureau of Statistics divides cities into “collection districts”,

then blocks, then households. Each stage uses random sampling, creating a need
to list specific households only after the final stage of sampling.
MULTISTAGE SAMPLING

Advantages:
 More Accurate
 More Effective

Disadvantages:
 Costly
 Each stage in sampling introduces sampling error—
the more stages there are, the more error there
tends to be
Research Methodology

NONPROBABILITY SAMPLES
NONPROBABILITY SAMPLES

• Non probability sampling is used in some situations, where the

population may not be well defined. In other situations, there may
not be great interest in drawing inferences from the sample to the
population.
• The most common reason for using non probability sampling
procedure is that it is less expensive than probability sampling
procedure and can often be implemented more quickly.
• The probability of each case being selected from the total
population is not known.
• Units of the sample are chosen on the basis of personal judgment
or convenience.
• There are NO statistical techniques for measuring random sampling
error in a non-probability sample.
Types of Non-Probability Sampling

 Convenience Sampling
 Quota Sampling
 Judgmental Sampling (Purposive Sampling)
 Snowball sampling
 Self-selection sampling
A. CONVENIENCE SAMPLING
 Convenience sampling is sometimes known as opportunity, accidental or
haphazard sampling.
 Type of non-probability sampling which involves the sample being drawn
from that part of the population which is close to hand, that is, a
population which is readily available and convenient.

Advantages
• Very low cost
• Extensively used/understood
Disadvantages
• Variability and bias cannot be measured or controlled
• Projecting data beyond sample not justified
• Restriction of Generalization.
B. QUOTA SAMPLING
The population is first segmented into mutually exclusive sub-groups, just as in
stratified sampling.
• For example, researcher is doing a study comparing the reactions of multiple
age groups, she must use quota sampling to choose 50 individuals from each
age cohort.

Advantages
• Used when research budget is limited
• Very extensively used/understood
• No need for list of population elements
Disadvantages
• Variability and bias cannot be measured/controlled
• Time Consuming
• Projecting data beyond sample not justified
C. JUDGEMENTAL SAMPLING

 Researcher chooses the sample based on who he/she thinks would

be appropriate for the study.
 Main objective of purposive sampling is to arrive as at a  sample
that can adequately answer the research objectives.
 Selection of a purposive sample is often accomplished by applying
expert knowledge of the target population to select in a non
random manner a sample that represent a cross-section of the
population
Advantages
• There is a assurance of Quality response
• Meet the specific objective.
Disadvantages
• Bias selection of sample may occur
• Time consuming process.
D. SNOWBALL SAMPLING

The research starts with a key person and introduce the next one
to become a chain.
Advantages
• Low cost
• Useful in specific circumstances & for locating rare
populations
Disadvantages
• Not independent
• Projecting data beyond sample not justified
E. SELF-SELECTION SAMPLING

It occurs when you allow each case usually individuals, to

identify their desire to take part in the research.

Advantages
• More accurate
• Useful in specific circumstances to serve the purpose.
Disadvantages
• More costly due to Advertising
• Mass are left
SAMPLING ERRORS

The errors which arise due to the use of sampling

surveys are known as the sampling errors.

Two types of sampling errors

• Biased Errors- Due to selection of sampling
techniques; size of the sample.
• Unbiased Errors / Random sampling errors-
Differences between the members of the population
included or not included.
METHODS OF REDUCING SAMPLING ERRORS

 Specific problem selection.

 Systematic documentation of related research.
 Effective enumeration.
 Effective pre testing.
 Controlling methodological bias.
 Selection of appropriate sampling techniques.
SAMPLING ERRORS

Sampling errors refers to biases and mistakes in selection of

sample.

CAUSES FOR NON-SAMPLING ERRORS

 Sampling operations
 Inadequate of response
 Misunderstanding the concept
 Lack of knowledge
 Concealment of the truth.
 Loaded questions (that contains a controversial or unjustified assumption, a question
that makes you answer in a particular way)
 Processing errors
 Sample size