Sampling Techniques

& Samples Types

The process of selecting a number of
individuals for a study in such a way that the
individuals represent the larger group from
which they were selected
What you What you
want to Population actually
talk about
observe
in the
data

Sampling
Process
Sampling Sample
Frame

Inference
 Population…

…the larger group from which individuals

are selected to participate in a study
Target population
A set of elements larger than or different
from the population sampled and to which
the researcher would
like to generalize
study findings.
 STUDY POPULATION

SAMPLE

TARGET POPULATION

4
What exactly IS a “sample”?
INTRODUCTION

 Sampling frame is the list from which the

potential respondents are drawn .

 A sample is “a smaller (but hopefully

representative) collection of units from a
population used to determine truths about that
population” (Field, 2005)
SAMPLING
 Sampling: the process of learning about
population on the basis of sample drawn from it.
 Three elements in process of sampling:
 Selecting the sample
 Collecting the information
 Making inference about population

 Statistics: values obtained from study of a

sample.
 Parameters: such values from study of
population.
ESSENTIALS OF
SAMPLING
 Representativeness- ensure by random
selection
 Adequacy - sample size
 Independence - same chance of
selection
 Homogeneity - no basic difference in nature of
units.
ADVANTAGES OF SAMPLING

 Less resources (time, money)

 Less workload.
 Gives results with known accuracy that can be
calculated mathematically.
NEED FOR
SAMPLING
DATA
(acc. to source)

Primary Secondary

1.ORIGINAL IN OBTAINED FROM

CHARACTER 1. PUBLISHED SOURCES
2. GENERATED 2.UNPUBLISHED
IN LARGE SOURCES
NO. OF
SURVEYS
 To
gather data about the population in order
to make an inference that can be
generalized to the population
Stages in the
Define the target population
Selection
of a Sample
Select a sampling frame

Determine if a probability or nonprobability

sampling method will be chosen

Plan procedure for selecting

sampling units

Determine sample size

Select actual sampling units

Conduct fieldwork
 Purpose – to identify participants from whom to seek some information
 Issues
Nature of the sample (random samples)
Size of the sample
Method of selecting the sample

◦ Representation – the extent to which the

sample is representative of the population
Important
◦ Generalization – the extent to which the
issues results of the study can be reasonably
extended from the sample to the population
◦ Sampling error
The chance occurrence that a randomly selected
sample is not representative of the population
due to errors inherent in the sampling technique
 Important issues (continued)
◦ Sampling bias
 Some aspect of the researcher’s sampling
design creates bias in the data.
◦ Three fundamental steps
 Identify a population
 Define the sample size
 Select the sample
 Non-
Probability probability
samples
samples
Social actors are not
predictable like objects.

Randomized events are

irrelevant to social life.

Probability sampling is
expensive and inefficient.

Nonprobabilitysamplingisthebestapproach
 SAMPLING METHODS

NON
PROBABILITY
PROBABILITY MIXED

SIMPLE RANDOM MULTISTAG

JUDGMENT
E

QUOT STRATIFIED
A RANDOM MULTIPHASE

CONVENIENCE
SYSTEMATIC
LOT QUALITY
ASSURANCE
SNOWBALL
CLUSTER
1. SELECTING RANDOM SAMPLING  Four techniques
 Known as probability sampling 1. Random
 Best method to achieve a representative 2. Stratified random
3. Cluster
sample
4. Systematic
Random sampling
Selecting subjects so that all members ◦ Selection process
of a population have an equal and  Identify and define the
independent chance of being selected population
• Advantages  Determine the desired sample
 Easy to conduct size
 High probability of achieving a  List all members of the
representative sample population
 Meets assumptions of many  Assign all members on the list
statistical procedures a consecutive number
 Disadvantages
 Select an arbitrary starting
1. Identification of all
point from a table of random
members of the population numbers and read the
can be difficult appropriate number of digits
2. Contacting all members of
the sample can be difficult
 All subsets of the frame are given an equal
probability.
 Random number generators
2. Stratified random sampling
◦ The population is divided into two
or more groups called strata,
according to some criterion, such
as geographic location, grade
level, age, or income, and
subsamples are randomly selected
from each strata.

◦ Advantages
 More accurate sample
 Can be used for both proportional and non-
proportional samples
 Representation of subgroups in the sample
◦ Disadvantages
 Identification of all members of the population can be difficult
 Identifying members of all subgroups can be
difficult
 Stratified random sampling
◦ Selection process
 Identify and define the population
 Determine the desired sample size
 Identify the variable and subgroups (i.e., strata) for which you want
to guarantee appropriate representation
 Classify all members of the population as members
of one of the identified subgroups
 3. Cluster sampling
 The process of randomly selecting intact groups, not individuals,
within the defined population sharing similar characteristics
 Clusters are locations within which an intact group of members
of the population can be found
 Examples
• Neighborhoods
• School districts
• Schools
• Classrooms
  Cluster sampling
◦ Selection process
 Identify and define the population
 Determine the desired sample size
 Identify and define a logical cluster
 List all clusters that make up the population of clusters
 Estimate the average number of population members per
cluster
 Determine the number of clusters needed by dividing the sample
size by the estimated size of a cluster
 Randomly select the needed numbers of clusters
 Include in the study all individuals in each selected cluster

◦ Advantages
 Very useful when populations are large and spread over a large
geographic region
 Convenient and expedient
 Do not need the names of everyone in the population
◦ Disadvantages
 Representation is likely to become an issue
 The population is divided into subgroups (clusters) like
families.
 A simple random sample is taken from each cluster
 Order all units in the sampling frame
 Then every nth number on the list is selected
 N= Sampling Interval
 4. Systematic sampling
◦ Selection process
 Identify and define the population
 Determine the desired sample size
 Obtain a list of the population
 Determine what K is equal to by dividing the size of the population
by the desired sample size
 Start at some random place in the population list
 Take every Kth individual on the list

◦ Selecting every Kth subject from a list of the members

of the population
◦ Advantage
 Very easily done
◦ Disadvantages
 subgroups
 Some members of the population don’t have an equal chance of
being included
 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.
 A. Convenience Sampling

 B. Quota Sampling

 C. Judgmental Sampling (Purposive Sampling)

 D. Snowball sampling

 E. Self-selection sampling
 the process of including whoever happens to be
available at the time
…called “accidental” or “haphazard” sampling
disadvantages…
difficulty in
determining how
much of the effect
(dependent variable)
results from the
cause (independent
variable)
 2. Purposive sampling:
the process whereby the researcher selects a
sample based on experience or knowledge
of the group to be sampled
…called “judgment” sampling

disadvantages…
…potential for inaccuracy in the researcher’s

criteria and resulting sample selections

3. Quota sampling
the process whereby a researcher gathers data from
individuals possessing identified characteristics
and quotas

disadvantages…
…people who are less accessible (more

difficult to contact, more reluctant to participate)

are under-represented
 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
 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 Advertizing

Researchers in qualitative research select their participants
according to their :
1) characteristics

2) knowledge

It is when the researcher chooses persons or sites

which provide specific knowledge about the
topic of the study.
 According to Uma Sekaran in Research Method for
Business 4th Edition, Roscoe (1975) proposed the rules of
thumb for determining sample size where sample size
larger than 30 and less than 500 are appropriate for most
research, and the minimum size of sample should be 30%
of the population.
 The size of the sample depends on a number of factors and
the researchers have to give the statistically information
before they can get an answer. For example, these
information like (confidence level, standard deviation,
margin of error and population size) to determine the
sample size.
1) Maximal Variation Sampling
2) Typical Sampling
3) Theory or Concept Sampling
4) Homogeneous Sampling
5) Critical Sampling
6) Opportunistic Sampling
7) Snowball Sampling
It is when you select individuals that differ on a certain characteristic.
In this strategy you should first identify the characteristic and then find
individuals or sites which display that characteristic.

2- Typical Sampling
It is when you study a person or a site that is “typical” to those
unfamiliar with the situation. You can select a typical sample by
collecting demographic data or survey data about all cases.

3- Theory of concept sampling

It is when you select individuals or sites because they can help you to
generate a theory or specific concepts within the theory. In this strategy
you need a full understanding of the concept or the theory expected to
discover during the study.
It is when you select certain sites or people because they possess similar
characteristics. In this strategy, you need to identify the characteristics
and find individuals or sites that possess it.

5- Critical sampling
It is when you study an exceptional case represents the central
phenomenon in dramatic terms.

6- Opportunistic Sampling
It is used after data collection begins, when you may find that you need
to collect new information to answer your research questions.
7- Snowball Sampling
It is when you don't know the best people to study because of the
unfamiliarity of the topic or the complexity of events. So you ask
participants during interviews to suggest other individuals to be
sampled.
CENSUS (Complete Enumeration
Survey)
 Merits
 Data obtained from each and every unit of
population.
 Results: more representative, accurate,
reliable.
 Basis of various surveys.

 Demerits
 More effort ,money , time.
 Big problem in underdeveloped countries.
MULTISTAGE SAMPLING
  Carried out in stages
 Using smaller and smaller sampling units at each
P r i m
stage
a r y S e c o n d a r y
C l u s t e r s C l u s t e r s S i m p l e R a n d o m S a m p l i n g w i t h i n S e c o n d a

1
1
2
2
3

4
3
5
4
6

7
5
8
6
9

1 0
7
1 1
8
1 2

1 3
9
1 4
1 0
1 5
MULTISTAGE SAMPLING

 Sampling process carried out in various stages.

 An effective strategy because it banks on multiple
randomizations.
 Used frequently when a complete list of all
members of the population does not exist and is
inappropriate.
MULTISTAGE SAMPLING

 Merits
 Introduces flexibility in the sampling method.
 Enables existing divisions and sub divisions of
population to be used as units.
 Large area can be covered.
 Valuable in under developed areas.

 Demerits
 Less accurate than a sample chosen by a single
stage process.
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
MULTIPHASE SAMPLING

 Used for studies to be carried out in multiple

phases.
 For e.g. A cross - sectional study on nutrition
may be carried out in phases
Phase-1: K.A.P. study in all families

Phase -2: Dietary assessment in subsample

Phase-3:anthropometric examination in sub-

sample of family members covered in 2nd phase
SAMPLING ERRORS
 ERRORS

SAMPLING NON SAMPLING

ERRORS ERRORS

SAMPLE AND
SAMPLE
CENSUS
 SAMPLING ERRORS

BIASED UNBIASED
 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.
 Specific problem selection.
 Systematic documentation of related research.
 Effective enumeration.
 Effective pre testing.
 Controlling methodological bias.
 Selection of appropriate sampling techniques.
NON SAMPLING
ERRORS
• Data specification inadequate &
inconsistent with respect to objective of
census.
• Inaccurate or inappropriate methods
of interview, observation, definitions.
• Lack of trained & experienced
investigators.
• Errors due to non response.
• Errors in data processing operations
MORE IN COMPLETE ENUMERATION SURVEY
• Errors committed during presentation.
 Non-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
 Processing errors
 Sample size
 It is the researcher’s ethical responsibility to safeguard the story
teller by maintaining the understood purpose of the research…
 The relationship should be based on trust between the researcher and
participants.
 Inform participants of the purpose of the study.

 Being respectful of the research site, reciprocity, using

ethical interview practices, maintaining privacy, and
cooperating with participants.
 Patton (2002) offered a checklist of general ethical issues to
consider, such as:

Reciprocity assessment of risk confidentiality,

informed consent data access and ownership.
 Qualitative researchers must be aware of the potential for
their own emotional turmoil in processing this
information
 During the interview process, participants may disclose
sensitive and potentially distressing information in the
course of the interview..