Research Methodology

Chapter 11- Sampling

 Introduction
• Before discussing the subject matter, we must
understand some of the basic definitions in this
area. The important terminologies are:
– Population
– Elements
– Population Frame
– Sample
– Subject
– Sampling Frame
 Population

A population is defined as the complete set

of units of analysis that are under
investigation. The population is the finite or
infinite set of units of analysis that could be
included in study.
 Elements

An element is the unit from which the

necessary data is collected. This data forms
the basis of analysis, from which conclusions
are drawn and research problems are
solved. An element is a single member of
the population.
 Population Frame
Is a listing of all the elements in the
population from which the sample is drawn.
Example: The university registry containing a
listing of all students, faculty,
administrators, and support staff in the
university during a particular academic
year/trimester – population frame for a
study of the university population.
 Sample
The subset of units chosen for study from a
population is called sample. To be useful to
the researcher, the sample must reflect an
approximation of the characteristics in the
population that it is supposed to represent.
A good sample will permit generalization of
the findings to the population with a certain
level of statistical confidence.
 Subject

Is a single member of the sample, just

as an element in population.
 Sampling Frame
A sampling study frame is a physical
representation of objects, individuals, groups,
and so on, important to the development of
the final study sample. It is the actual list of
sampling units at any stage in the selection
procedure.
 Census Versus Sampling

The process of design a field study, among other

things, involves a decision to use sampling or not.
The researcher must decided whether he should
cover all the units or a sample of units. When all
the units are studied, such a complete coverage is
called a census survey. When only a sample of the
population is studied, the study is called a sample
survey.
 Sampling

Is the process of selecting a sufficient

number of elements from the
population.
 Reasons for Sampling

• Less costs (cheaper than studying whole

population)
• Less errors due to less fatigue (better results)
• Less time (quicker)
 Representativeness of Samples
If we choose the sample in scientific way:

Sample statistic
(mean, standard deviation, variance)

should be closer to

Population parameter
(mean, standard deviation, variance)
Points in the Determination of Sampling
Design

• Sampling design is a plan for drawing a sample

from a population. The preparation of a sample
design involves making decision on the
following questions.
– What is the relevant population?
– What method of sampling shall we use?
– What sampling frame shall we use?
– What are the parameters of interest?
– What should be the sample size?
 Major Types of Sampling Designs
Probability Sampling Non- probability Sampling

Simple Random Complex

•Convenience Sampling
Sampling Probability
•Judgment Sampling
(Unrestricted) Sampling
•Quota Sampling
(Restricted)

•Systematic Sampling
•Stratified Random Sampling
•Cluster Sampling
•Area Sampling
•Double Sampling
 Probability Sampling
• Probability Sampling is based on the theory of
probability. It is also know as random sampling. It
Provides a known non-zero chance of selection for
each population element.
• Example:
– If a sample frame is a list of 100 students of a specific
course of study, in a simple random sample, each student
has 1/100 change of being selected as a sample.
 Non-Probability Sampling
• Non-probability or non-random sampling is
not based on the theory of probability. This
sampling does not provide a chance of
selection to each population element. The
merits of the sampling are simplicity,
convenience and low cost.
 Probability Sampling Techniques
• Unrestricted or Simple Random Sampling
• Restricted or Complex Probability Sampling
– Systematic Sampling
– Stratified Random Sampling
– Cluster Sampling
– Area Sampling
– Double Sampling
 Simple Random Sampling
(Unrestricted)
• This sampling technique gives each element an
equal and independent chance of being selected.
An equal chance means equal probability of
selection, e.g., in a population of 500, each element
theoretically has 1/500 chance of being selected.
• Suitability:
– It is best sampling design when the generalizability of the
finding to the whole population for small homogeneous
population.
Complex Probability Sampling (Restricted)

Sampling design procedures offer a viable and

sometimes more efficient alternative to the
unrestricted sampling design. More information can
be obtained for a given sample size. Five common
Restricted or Complex Probability Sampling -
Systematic Sampling, Stratified Random Sampling,
Cluster Sampling, Area Sampling, Double Sampling.
 Systematic Sampling

• The systematic Sampling design

involves drawing every nth element
in the population starting with a
randomly chosen element between 1
and ‘n’.
 Stratified Random Sampling
• In this method, the population is sub-divided into
heterogeneity among groups or strata and from
each stratum, random sample is drawn.
• E.g training needed by organization employees
divide sample on the basis of trained and un trained
both are strata. With in groups of trained all
employees are trained.
• This method of sampling is useful to increase the efficiency
in sampling, to provide adequate data for analysis various
sub-populations and applying different method of sampling.
 Cluster Sampling
• Where the population elements are scattered over a
wider area and a list of population elements is not
readily available, the use of simple or stratified random
sampling method would be too expensive and time
consuming. In such case cluster sampling is usually
adopted.
• In cluster sampling, the population of interest is grouped
into clusters based on physical proximity. Each cluster is
therefore supposed to be miniature representation of
the entire population.
• Heterogeneity within group, homogeneity among groups
• E.g. adhoc organization committee drawn. Clusters
departments of same organization but each department
have members of different ranks, education, gender.
 Area Sampling
• Geographic Cluster Sampling. The area
sampling design constitutes geographical
clusters. When the research pertains to
populations within identifiable geographical
areas such as counties, city blocks, or
particular boundaries within a locality, area
sampling can be done.
 Double Sampling
• A sampling design where initially a sample is
used in a study to collect some preliminary
information of interest and later a sub-
sample of this primary sample is used to
examine the matter in more detail is called
double sampling.
Non-Probability Sampling: Convenience
Sampling
• It refers to the collection of information
from members of the population who are
conveniently available to provide it.
Convenience sampling is mostly used
during the exploratory phase of a research
project and is perhaps the best way of
getting some basis information quickly and
efficiently.
 Non-Probability Sampling:
Judgment Sampling
• Judgment sampling involves the choice of subject
who are most advantageously placed or in the best
position to provide the information required.
Judgment sampling design is used when a limited
number or category of people have the information
that is sought. Judgment sampling calls for special
efforts to locate and gain access to the individuals
who do have the requisite information.
 Non-Probability Sampling:
Quota Sampling
• Quota sampling ensures that certain groups
are adequately represented in the study
through the assignment of a quota. Quota
fixed for each subgroup is based on the total
numbers of each group in the population.
However, the results are not generalizable to
the population
 Efficiency in Sampling
Efficiency in sampling is attained when we minimize
sampling and non-sampling errors. Sampling errors
arise due to non-representative of the sample and the
inadequacy of sample size. The non sampling errors
arise from errors in observation, errors of
measurement and errors of responses.