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Sampling: Design and Procedures: Chapter Eleven
Sampling: Design and Procedures: Chapter Eleven
Sampling:
Design and Procedures
1) Overview
2) Sample or Census
3) The Sampling Design Process
i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process
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Chapter Outline
7) Internet Sampling
10)Summary
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Sample Vs. Census
Table 11.1
Conditions Favoring the Use of
Type of Study Sample Census
Fig. 11.1
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Define the Target Population
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Classification of Sampling Techniques
Fig. 11.2
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
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A Graphical Illustration of Convenience
Sampling
1 6 11 21
Group D happens to
16
assemble at a
convenient time and
2 7 12 17 22 place. So all the
elements in this
Group are selected.
3 8 13 18 23
The resulting sample
consists of elements
4 9 14
16, 17, 18, 19 and 20.
19 24
Note, no elements are
selected from group
5 10 15 20 25 A, B, C and E.
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Judgmental Sampling
• Test markets
• Purchase engineers selected in industrial
marketing research
• Bellwether precincts selected in voting
behavior research
• Expert witnesses used in court
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Graphical Illustration of Judgmental
Sampling
Fig. 11.3
A B C D E
The researcher
1 6 11 16 21
considers groups B, C
and E to be typical and
convenient. Within each
2 7 12 17 22
of these groups one or
two elements are
selected based on
3 8 13 18 23
typicality and
convenience. The
resulting sample
4 9 14 19 24 consists of elements 8,
10, 11, 13, and 24. Note,
no elements are selected
5 10 15 20 25
from groups A and D.
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Quota Sampling
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
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A Graphical Illustration of Quota Sampling
Fig. 11.3
A B C D E
A quota of one
1
element from each
6 11 16 21
group, A to E, is
imposed. Within each
2 7 12 17
group, one element is
22
selected based on
judgment or
3 8 13 18 23 convenience. The
resulting sample
consists of elements
4 9 14 19 24 3, 6, 13, 20 and 22.
Note, one element is
selected from each
5 10 15 20 25 column or group.
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Snowball Sampling
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A Graphical Illustration of Snowball Sampling
Random Fig. 11.3
Selection Referrals
A B C D E
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A Graphical Illustration of
Simple Random Sampling
Fig. 11.4
A B C D E
1 6 11 16 21 Select five
random numbers
from 1 to 25. The
2 7 12 17 22
resulting sample
consists of
3 8 13 18 23 population
elements 3, 7, 9,
16, and 24. Note,
4 9 14 19 24
there is no
element from
5 10 15 20 25 Group C.
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Systematic Sampling
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Systematic Sampling
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A Graphical Illustration of
Systematic Sampling
Fig. 11.4
A B C D E
Select a random
1 6 11 16 21 number between 1
and 5, say 2.
The resulting sample
2 7 12 17 22
consists of
population 2,
3 8 13 18 23 (2+5=) 7, (2+5x2=) 12,
(2+5x3=)17, and
(2+5x4=) 22. Note, all
4 9 14 19 24
the elements are
selected from a
5 10 15 20 25 single row.
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Stratified Sampling
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Stratified Sampling
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A Graphical Illustration of
Stratified Sampling
Fig. 11.4
A B C D E
1 6 11 16
Randomly select a
21
number from 1 to 5
for each stratum, A to
2 7 12 17 22 E. The resulting
sample consists of
3 8
population elements
13 18 23
4, 7, 13, 19 and 21.
Note, one element
4 9 14 19 24
is selected from each
column.
5 10 15 20 25
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Cluster Sampling
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A Graphical Illustration of
Cluster Sampling (2-Stage)
Fig. 11.4
A B C D E
Randomly select 3
1 6 11 16 21 clusters, B, D and E.
Within each cluster,
randomly select one
2 7 12 17 22
or two elements. The
resulting sample
3 8 13 18 23 consists of
population elements
7, 18, 20, 21, and 23.
4 9 14 19 24
Note, no elements
are selected from
5 10 15 20 25 clusters A and C.
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Types of Cluster Sampling
Fig 11.5
Cluster Sampling
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Strengths and Weaknesses of
Basic Sampling Techniques
Table 11.4
Technique Strengths Weaknesses
Nonprobability Sampling Least expensive, least Selection bias, sample not
Convenience sampling time-consuming, most representative, not recommended for
convenient descriptive or causal research
Judgmental sampling Low cost, convenient, Does not allow generalization,
not time-consuming subjective
Quota sampling Sample can be controlled Selection bias, no assurance of
for certain characteristics representativeness
Snowball sampling Can estimate rare Time-consuming
characteristics
Fig. 11.6
Internet Sampling
Simple Random
Sampling
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Procedures for Drawing
Probability Samples
Stratified
Exhibit 11.1, cont. Sampling
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Choosing Nonprobability Vs. Probability Sampling
Table 11.4
Conditions Favoring the Use of
Factors Nonprobability Probability
sampling sampling
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