CHAPTER FIVE

SAMPLE DESIGN

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 INTORODUCTION
• A sample design is a definite plan for obtaining a sample
from a given population.
• It refers to the technique or the procedure the researcher
would adopt in selecting items for the sample.
• Sample design may as well lay down the number of items
to be included in the sample i.e., the size of the sample.
• Sample design is determined before data are collected.
There are many sample designs from which a researcher
can choose.
• Some designs are relatively more precise and easier to
apply than others.

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 SAMPLING
• A sample is a subgroup of elements from a
population
• Can be any size
• EXAMPLE: A single person or 50 people
• The larger the sample, the more likely the sample
will share the same characteristics as the
population • EXAMPLE: Flipping a coin
• The more times we flip a coin, the more likely we
are to observe an equal split (i.e., 50/50) of coin
tosses into heads or tails

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 SAMPLING
• The process of obtaining information from a subset
(sample) of a larger group (population)
• The results for the sample are then used to make
estimates of the larger group
• Faster and cheaper than asking the entire population
• Two keys
• 1. Selecting the right people
• Have to be selected scientifically so that they are
representative of the population
• 2. Selecting the right number of the right people
• To minimize sampling errors I.e. choosing the wrong
people by chance

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 BASIC TERMINOLOGY IN SAMPLING
DESIGN
• SAMPLE - Smaller representation of a large whole
• Example – to check the quality of rice and milk.
• POPULATION – universe is meant that groups of unit
which is being studied for the purpose of investigation.
• Example - students in a class.
• SAMPLING FRAME/SOURCE LIST- list of all the items in
your population.
• Example – Telephone book.
• SAMPLING UNIT – is a geographical one ( state,
districts).

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 BASIC TERMINOLOGY IN SAMPLING
DESIGN
• SAMPLE SIZE – number of items selected for
study. Example – when we want to study
about the smart phones, we consider people age
above 18.
• SAMPLE DESIGN– Methods the researcher
adopts in selecting the sampling units from the
frame or population.
• SAMPLING ERROR – is the difference between
population value and sample value
• Census :A polling of the entire population
• Survey :A polling of the sample
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 SAMPLING BREAKDOWN

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 SAMPLING…

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 SAMPLING…

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 SAMPLING…

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 CENSUS VS SAMPLING

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 What points should be taken into
consideration by a research in
developing a Sample design ?
• While developing a sampling design one must
pay attention to the following points
• Type of universe
• Sampling unit
• Source list
• Size of sample
• Parameters of interest
• Budgetary constraint
• Sampling procedure
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 CRITERIA FOR SELECTING SAMPLING PROCEDURE

• What is Sampling Criteria ?

• Sampling Criteria is one must remember that two costs are
involved in a sampling analysis viz., the cost of collecting
the data and the cost of an incorrect inference resulting
from the data.
• Researcher must keep in view the two causes of incorrect
inferences viz., systematic bias and sampling error.
• A systematic bias results from errors in the sampling
procedures, and it cannot be reduced or eliminated by
increasing the sample size.
• At best the causes responsible for these errors can be
detected and corrected.

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 CRITERIA FOR SELECTING SAMPLING
PROCEDURE
– Inappropriate sampling frame:
– Defective measuring device
– Non-respondents
– Indeterminacy principle
– Natural bias in the reporting of data
• Sampling errors are the random variations in the
sample estimates around the true population
parameters
• Sampling error can be measured for a given sample
design and size.
• The measurement of sampling error is usually called
the ‘precision of the sampling plan’

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 Features of good sampling

• The Features of good Sampling are Stated below

• The sample should be true representative of
universe.
• No bias in selecting sample.
• Quality of the sample should be same.
• Sampling needs to be adequate.
• Accurate- Estimate the sampling errors.
• It is necessary that complete, correct, practical
and clear instructions should be given to the
researcher..

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 Benefit of sampling in research
• Saves lot of time
• Provides accuracy
• Controls unlimited data
• Studies individual
• Reduces cost
• Gives greater speed / help to complete in
stipulated time
• Assists to collect intensive and exhaustive data

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 Types of sampling design in Research
Methodology
• Probability (Random) • Non-Probability Sample
Samples • ITS ALSO CALLED
• Simple/random sample • Convenience sample
• Systematic random • Purposive sample
sample • Quota
• Stratified random • Snowball Sampling
sample
• Multistage sample
• Multiphase sample
• Cluster sample
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 Types….

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 Probability (Random) Samples

•  Probability sampling is also known as ‘random

sampling’ or ‘chance sampling’.
• Under this sampling design, every item of the
universe has an equal chance of inclusion in the
sample.
• Probability sampling technique is one in which
every unit in the population has a chance of
being selected in the sample.
• An objective procedure in which the probability
of selection is nonzero and is known in advance
for each population unit.
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 Probability (Random) Samples

• The probability or chance of every unit in the

population being included in the sample is
known.
• Selection of the specific units in the sample
depends entirely on chance.
• every element is selected independently of every
other element and the sample is drawn by
random procedure from a sampling frame.
• Ensures information is obtained from a
representative sample of the population
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 Simple random sampling
• Simplest type of sampling, in which we draw a
sample of size in such a way that each of the ‘N’
members of the population has the same chance
of being included in the sample.
• Each unit of the population must have equal
probability of being selected.
• Population members are selected directly from
the sampling frame
• Equal probability of selection for every member
(sample size/population size
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 Simple random sampling
• Draw of sample size (n) in such a way that
each of the ‘N’ members of the population has
the same chance of inclusion in sample.
• EXAMPLES:
• Lottery method
• Tippets number
• Selection from a sequential list
• Use of grid system
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 PROCUDRES OF SRS
• 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.

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 Systematic sampling
• In this method the selection of unit depends
upon the selection of a preceding unit.
• First unit is selected on random basis then
follow a specific order
• It is best when elements are randomly
ordered with no cyclic variation.
• In systematic sampling only the first unit is
selected randomly and the remaining units of
the sample are selected at fixed intervals
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 Systematic sampling
• The sample is chosen by selecting a random
starting point and then picking every ith
element in succession from the sampling
frame.
• The sampling interval, i, is determined by
dividing the population size N by the sample
size n and rounding to the nearest integer.

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 Systematic sampling
• Order all units in the sampling frame based on
some variable and number them from 1 to N
• Choose a random starting place from 1 to N
and then sample every k units after that
number the units in the population from 1 to
N

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 Systematic sampling

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 EXAMPLE
• If the ordering of the elements produces a
cyclical pattern, systematic sampling may
decrease the representative ness of the sample.
• For example, there are 100,000 elements in the
population and a sample of 1,000 is desired. In
this case the sampling interval, i, is 100. A
random number between 1 and 100 is selected.
If, for example, this number is 23, the sample
consists of elements 23, 123, 223, 323, 423, 523,
and so on.

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 Stratified or mixed sampling
• Divide / split the population into homogenous
sub groups or assigned to strata on the basis of
some characteristic , and a simple random
sample is drawn from each stratum.
• In stratified random sampling, we randomly
sample elements from each layer, or stratum of
the population.
• A two-step process in which the population,
which is heterogeneous in composition, is
partitioned into subpopulations, or strata, having
homogeneous characteristics.

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 Stratified or mixed sampling
• Under stratified sampling the population is
divided into several sub-populations
• that are individually more homogeneous than
the total population.
• the different sub-populations are called
‘strata’ and then we select items from each
stratum to constitute a sample.
• stratified sampling results in more reliable and
detailed information
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 Stratified or mixed sampling
• A major objective of stratified sampling is to
increase precision without increasing cost.

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 Stratified or mixed sampling

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 Cluster /Asampling
• Divide the population into sub groups
• Each sub group is representative of the
population
• Select a random set of sub groups
• Select a random sample from within the
chosen sub groups
• It is best when elements within strata are
heterogeneous.
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 Cluster sampling
• The target population is first divided into
mutually exclusive and collectively exhaustive
subpopulations, or clusters.
• Then a random sample of clusters is selected,
based on a probability sampling technique such
as SRS.
• For each selected cluster, either all the elements
are included in the sample (one-stage) or a
sample of elements is drawn probabilistically
(two-stage).
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 Cluster sampling
• Clusters of population units are selected at
random and then all or some randomly chosen
units in the selected clusters are studied.
• Steps:
• Population is divided into mutually exclusive and
exhaustive subgroups, or clusters. Ideally, each
cluster adequately represents the population.
• A simple random sample of a few clusters is
selected.
• All or some randomly chosen units in the
selected clusters are studied.
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 Cluster sampling

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 Types of clustering
• Two types of cluster sampling methods.
• One-stage sampling.
• All of the elements within selected clusters
are included in the sample.
• Two-stage sampling.
• A subset of elements within selected
clusters are randomly selected for inclusion in
the sample.
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 Selecting a Sampling Design
• When to use stratified sampling
• If primary research objective is to compare
groups
• Using stratified sampling may reduce sampling
errors
• When to use cluster sampling
• If there are substantial fixed costs associated
with each data collection location
• When there is a list of clusters but not of
individual population members

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 Non probability sampling
• Non probability sampling in any sampling method
where some elements of the population have no
chance of selection, or where the probability of
selection can’t be accurately determined.
• It involves the selection of elements based on
assumptions.
• The selection of elements is non random.
• Subjective procedure in which the probability of
selection for some population units are zero or
unknown before drawing the sample
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 Non probability sampling
• information is obtained from a non-
representative sample of the population
• Sampling error can not be computed
• Survey results cannot be projected to the
population
• Non-probability sampling is also known by
different names such as:
• a. deliberate sampling
• b. purposive sampling
• c. judgement sampling.

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 Purposive/ Judgment sampling
• In judgment sampling the judgment or opinion
of some experts forms the basis of the
sampling method.
• In Purposive/ Judgment sampling , selecting
sample with a purpose in mind.
• Purposive sampling can be very useful for
situations where we need to reach a targeted
sample quickly and where proportionality is
not the primary concern

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 Quota sampling
• Quota sampling , the population is the first
segmented into mutually exclusive sub groups,
just as in stratified sampling.
• This judgment is used to select the subjects or
units from each segment based on a specified
proportion.
• For example , an interviewer may be told to
sample 200 females and 300 males between the
age of 45 and 60.
• It is very popular for market survey and opinion
poll.
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 Snowball sampling
• Identifying someone who meets criteria for
inclusion in the study.
• Snowball sampling is especially useful when
we are trying to reach populations that are
inaccessible or hard to find
• This method would hardly lead to
representative samples.
• Initially certain members and add few
members latter
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 Snowball sampling

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 Convenience sampling
• The researcher normally interviews the
person in groups at some retail shop,
supermarkets may stand at a prominent point
and interview the person who happen to be
there.
• More suitable for exploratory research where
focus is on getting new ideas into a given
problem

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 Convenience sampling

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 Determination of the size of the
sample
• Sample size determination is the act of
choosing the number of observations or
replicates to include in a statistical sample.
• In practice, the sample size used in a study is
usually determined based on the cost, time, or
convenience of collecting the data, and
• the need for it to offer sufficient statistical
power

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 What is Sample Size Determination?
• Sample size determination is the
mathematical estimation of the number of
subjects / units to be included in a study.
• Why to Determine the Sample Size in a Study?
– To allow for appropriate analysis
– To provide the desired level of accuracy
– To allow validity of significance test

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 What is Sample Size Determination?
• Attributes of a Good Sample
• To extrapolate the inference of the sample to the
population, the sample should be.
– A representative of the population Should be a large
enough
– If a sample is too large
– Good Precision
– Less Errors and
– Less Bias But
– Waste of money, time and resources
– Not Cost-effective

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 Sample size determination
• If a sample is too small
•  Inaccurate results
•  More source of bias
•  Power of the study comes down
•  Study fails to give the meaningful information
•  Waste of resources on a inaccurate study
• Sample size determination is one of the most essential
components of every research.
• The larger the sample size, the higher the degree of
accuracy, but this is limit by the availability of resources

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 Methods to Calculate Sample Size
• There are four methods used in estimating the
sample size.
• 1. Use of formulae
• 2. Ready Made Table
• 3. Nomograms
• 4. Computer Software

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 Method to calculate sample size
• Use of formulae
• Calculating Proportion
• Calculating difference in
proportion
• Calculating the Mean
• Calculating difference in
Means
• 2. Ready Made Table
• Sample size determination
table are available in
readymade to estimate the
size of the sample in a study
• 3. Nomograms
• Altman’s nomogram is a very
clever graphical method for
calculating sample sizes
• 4. Computer Software
• The following software can be
used to calculate sample size
and Power.
• Epi – Info
• nQuerry
• Power & Precision
• SPSS
• STATA

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 Steps in Sampling Design
• 1. Define the population
• 2. Identify the sampling frame
• 3. Select a sampling design or
procedure/technique
• 4. Determine the sample size
• 5. Draw the sample

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 Steps in Sampling Design

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 Define target the population

• The target population is the collection of

elements or objects that possess the information
sought by the researcher and about which
inferences are to be made
• It addresses the question “Ideally, who do you
want to survey?” i.e. those who have the
information sought What are their
characteristics.
• Who should be excluded?
• age, gender, product use, those in industry
• Geographic area
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 Identify the sampling frame
• Obtaining a “list” of population (how will you reach
sample)
• Individuals
• Household
• Streets
• Telephone numbers
• Companies
• Procedures
• E.g. individuals who have spent two or more hours on
the
• internet in the last week

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 Selecting a Sampling Procedure
• Probability sampling • Non-probability
equal chance of being sampling unequal
included in the sample chance of being
(random) included in the sample
• simple random (non random)
sampling • convenience sampling
• Systematic sampling • judgement sampling
• stratified sampling • snowball sampling
• cluster sampling • quota sampling

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