CHAPTER 12

DETERMINING THE SAMPLE

PLAN
Important Topics of This Chapter
Differences between population and sample.
Sampling frame and frame error.
Developing sampling plan.
Basic sampling methods.
Strength and Weaknesses of Basic Sampling
techniques.
Choosing Probability Vs. non-probability
sampling.
Definitions of Important Terms

Population or Universe
 The total group of people from whom information is needed.
Census
 Data obtained from or about every member of the population of
interest.
Sample
 A subset of the population of interest
Sampling Error:
 Selection error
 Sampling size
Sample Frame and Frame Error:
 Sample vs. Census
Types of Study Conditions Favoring the Use of
Sample Census

1. Budget Small Large

2. Time available Short Long

3. Population size Large Small

4. Variance in the characteristic Small Large

5. Cost of sampling errors Low High

6. Cost of nonsampling errors High Low

7. Nature of measurement Destructive Nondestructive

8. Attention to individual cases Yes No

The Sampling Design Process

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

Steps in Developing a Sampling
Plan

Step 1: Defining the Population:

 Bases for defining the population of interest include:
 Geography
 Demographics
 Use
 Awareness
Step 2: Choosing a Sampling Frame
 Sampling frame
 List of population elements from which to select units to be
sampled.
Steps in Developing a Sampling
Plan (cont.)
Step 3: Selecting the Sampling Technique(s):
 Probability samples:
 Samples in which every element of the population has a
known, nonzero probability of selection.
 Non-probability samples:
 Include the selection of specific elements from the population
in a nonrandom manner.
 Sampling error:
 The difference between the sample value and the true value of
the population mean.
 Steps in Developing a Sampling
Plan (cont.)
Advantages of
probability samples
- The researcher can be sure of
obtaining information from a
representative cross section of the
population of interest.
- Sampling error can be computed.
- The survey results are projectable
to the total population.
Disadvantages of
probability samples
- They are more expensive than
non-probability samples of the
sample size in most cases. The
rules for selection increase
interviewing costs and professional
time must be spent in developing
the sample design.
- Probability samples take more time
to design and execute than non-
probability samples.
 Steps in Developing a Sampling
Plan (cont.)
Advantages of non- Disadvantages of non-
probability samples probability samples
- Non-probability samples cost less - Sampling error cannot be
computed.
than probability samples. This
characteristic of non-probability
- The researcher does not know the
samples may have considerable
degree to which the sample is
appeal in those situations where
representative of the population
accuracy is not of critical
from which it was drawn.
importance.

- The results of non-probability

-Non-probability samples
samples cannot and should not be
ordinarily can be conducted more
projected to the total population.
quickly than probability samples.
Steps in Developing a Sampling
Plan (cont.)

Step 4: Determine the Sample Size:

 Once the sampling method has been chosen, the
next step is to determine the appropriate sample
size.
 Developing Operational Procedures:
 Involves determining whether a probability or non-
probability sample is being used.
Steps in Developing a Sampling
Plan (cont.)

Step 5: Execute the Sampling Process:

 The final step in the sampling process involves
execution of the operational sampling plan
discussed in the previous steps.
 It is important that this step include adequate
checking to make sure that specified procedures
are adhered to.
 Classification of Sampling Techniques

Sampling Techniques

Non-probability Probability
Sampling Techniques Sampling Techniques

Convenience Judgment Quota Snowball

Sampling Samples Sampling Sampling

Simple random Systematic Stratified Cluster

Sampling Sampling Sampling Sampling
Probability Sampling Methods

Simple Random Sampling

 Is considered to be the purest form of
probability sampling. A probability sample is a
sample in which every element of the
population has a known and equal probability
of being selected into the sample.
Sample Size
Probability of Selection = Population Size
 Procedures for Drawing
Probability Samples
Simple Random
Sampling

1. Select a suitable sampling frame

2. Each element is assigned a number from 1 to N
(pop. size)
3. Generate n (sample size) different random
numbers between 1 and N
4. The numbers generated denote the elements
that should be included in the sample
Probability Sampling Methods
(cont.)
Systematic Sampling
 Probability sampling in which the entire
population is numbered, and elements are
drawn using a skip interval.
Population Size
Skip Interval = Sample Size
 Systematic
Sampling

1. Select a suitable sampling frame

2. Each element is assigned a number from 1 to N (pop. size)
3. Determine the sample interval i:i=N/n. If i is a fraction,
round to the nearest integer
4. Select a random number, r, between 1 and i, as explained
in simple random sampling
5. The elements with the following numbers will comprise the
systematic random sample: r, r+i,r+2i,r+3i,r+4i,...,r+(n-1)i
Probability Sampling Methods
(cont.)

Stratified Samples
 Stratified samples are probability samples that
are distinguished by the following procedural
steps:
 First, the original or parent population is divided
into two or more mutually exclusive and exhaustive
subsets (e.g., male and female).
 Second, simple random samples of elements from
the two or more subsets are chosen independently
from each other.
 Stratified
Sampling

1. Select a suitable frame

2. Select the stratification variable(s) and the number of strata, H
3. Divide the entire population into H strata. Based on the
classification variable, each element of the population is assigned
to one of the H strata
4. In each stratum, number the elements from 1 to Nh (the pop.
size of stratum h)
5. Determine the sample size of each stratum, nh, based on
proportionate or disproportionate stratified sampling, where
H
nh = n
h=1
6. In each stratum select a simple random sample of size nh
Probability Sampling Methods
(cont.)
Cluster Samples
 In the case of cluster samples, the sampling
units are selected in groups. There are two basic
steps in cluster sampling:
 First, the population of interest is divided into
mutually exclusive and exhaustive subsets.
 Second, a random sample of the subsets is selected.
 Cluster
Sampling

1. Assign a number from 1 to N to each element in the population

2. Divide the population in C clusters of which c will be included in
the sample
3. Calculate the sampling interval i, i=N/c (round to nearest integer)
4. Select a random number r between 1 and i, as explained in simple
random sampling
5. Identify elements with the following numbers: r,r+i,r+2i,... r+(c-1)i
6. Select the clusters that contain the identified elements
7. Select sampling units within each selected cluster based on SRS or
systematic sampling
8. Remove clusters exceeding sampling interval i. Calculate new
population size N*, number of clusters to be selected C*= C-1, and
new sampling interval i*.
 Types of Cluster Sampling
Cluster Sampling

One-Step Two-Step Multistage

Approach Approach Approach

Simple Cluster Probability

Sampling Proportionate
to Size Sampling
Non-probability Sampling
Methods

Convenience Samples
 Non-probability samples used primarily
because they are easy to collect.
Judgment Samples
 Non-probability samples in which the selection
criteria are based on personal judgment that the
element is representative of the population
under study.
Non-probability Sampling
Methods (cont.)

Quota Samples
 Non-probability samples in which population
subgroups are classified on the basis of
researcher judgment.
Snowball Samples
 Non-probability samples in which selection of
additional respondents is based on referrals
from the initial respondents.
 Strengths and Weaknesses of Basic Sampling Techniques
Technique Strengths
Nonprobability Sampling Least expensive, least
Convenience sampling time-consuming, most
convenient
Judgmental sampling Low cost, convenient,
not time-consuming
Quota sampling Sample can be controlled
for certain characteristics
Snowball sampling Can estimate rare
characteristics
Probability sampling Easily understood,
Simple random sampling results projectable
(SRS)
Systematic sampling Can increase
representativeness,
Easier to implement than
SRS, sampling frame not
necessary
Stratified sampling Include all important
subpopulations,
precision
Cluster sampling Easy to implement, cost
effective
Weaknesses
Selection bias, sample not
representative, not recommended for
descriptive or causal research
Does not allow generalization,
subjective
Selection bias, no assurance of
representativeness
Time-consuming
Difficult to construct sampling
frame, expensive, lower precision,
no assurance of representativeness.
Can decrease representativeness
Difficult to select relevant
stratification variables, not feasible to
stratify on many variables, expensive
Imprecise, difficult to compute and
interpret results
Table 11.4 Choosing Non-probability vs.
Probability Sampling
Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling
Nature of research Exploratory Conclusive

Relative magnitude of sampling and Nonsampling Sampling

nonsampling errors errors are errors are
larger larger

Variability in the population Homogeneous Heterogeneous

(low) (high)

Statistical considerations Unfavorable Favorable

Operational considerations Favorable Unfavorable