WELCOME TO CH04

SAMPLING DESIGN

1
 * SAMPLING DESIGN
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 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.
 *What is Sampling?
Sampling is the process of selecting a small number of
elements from a larger defined target group of elements such
that the information gathered from the small group will allow
judgments / inferences to be made about the larger group.

 Sampling seeks to answer the following questions:

What is your target population?

Is the sample appropriate?

Is the sample available?

What sampling method will you use and why?

 * Sampling Terminology
 Sampling design: The whole process of specifying the target
population, determining the sampling frame, selecting the sampling
method, determining the sample size, selecting & validating the
sample.
 Population (Target or study): The entire set of relevant units of
analysis that possess the information sought by the researcher and
about which inferences are to be made.
 Sampling frame: A list or set of directions for identifying all elements
in a study population, e.g. telephone book or map.
 Sampling unit: An element, or a unit containing the element, of the
study population.
 Sample (size): The number of elements to be included in a study.
 Parameter: A fixed characteristic or measure of a particular or true
value of the target population if a census was undertaken.
 Statistic: A characteristic or a particular value of the sample (e.g.
median income)
 *Reasons for Sampling
Cost – saves time and money as opposed to census.

Timeliness – results needed quickly vis-à-vis/in relation to/

time constraints preventing survey of entire population.

Infinite Population – impractical to survey the overall

population if populations infinitely large.

Accuracy – usually enables more accurate measurements

since sampling conducted by trained and experienced
investigators.
Steps Involved in Sample Planning (Sample procedure or sampling
design )
 It involves the following 5 steps:

1. Defining Population

2. Census vs. Sample

3. Sample Design

4. Estimate Cost of Planning

5. Execute Sampling Procedure

 EXPLANATIONS OF STEPS IN SAMPLING DESIGN
I. Defining the Population
Defining the target population implies specifying the subject of the study.
Specification of a population involves identifying which elements (items) are
included, as well as where and when. If the research problem is not properly
defined then defining population will be difficult.
 
II. Census Vs Sample
Once the population has been defined, the researcher must decide whether the
survey is to be conducted among all members of the population or only a subset of
the population. That is, a choice must be made between census and sample.
 
Advantages of Census
 Reliability: data derived through census are highly reliable.
 Detailed information: Census data yield much information.
Limitation of census
 Expensiveness: Investigating each elements of the population is expensive to
any individual researcher.
 Excessive time and energy: beside cost factor, census survey takes too long time
and consumes too much energy.
 
Sampling technique is used under the following
conditions:
 Vast Data/large population: When the number of units is very large, sampling
technique must be used. Because it economize/cut-down money, time and effort.
 When utmost/very extreme accuracy is not required: the sampling technique is
very suitable in those situations where 100% accuracy is not required, otherwise
census technique is unavoidable.
 Infinite population: if the population is unlimited, sampling technique is imminent.
 When census is impossible: if we want to know the amount of mineral wealth in a
country we cannot dig all mines to discover and count. Rather we have to use the
sampling technique.
 Homogeneity: if all units of the population are alike (similar), sampling technique is
easy to use.

Essential of an ideal sample

An ideal sample should fulfill the following four basic characteristics
 Representativeness
 Independence
 Adequacy
 Homogeneity
III.Sample Design
Sample design should answer the following:
 What type of sample to use?
 What is the appropriate sample unit?
 What frame (List of Sampling Unit) is available for the population?

IV. Sample Size determination

The sample size determination is purely statistical activity, which needs statistical
knowledge. There are a number of sample size determination methods.
 
1. Personal Judgment: the personal judgment and subjective decision of the researcher
in some cases can be used as a base to determine the size of the sample.
2. Budgetary Approach: is another way to determine the sample size. Under this
approach the sample size is determined by the available fund for the proposed study.
 
Example:
If cost of surveying of one individual or unit is 30 birr and if the total available fund for
survey is say 1800 birr, the sample size then will be determined as,
 
Sample size (n)= total budget of survey/cost of unit survey, accordingly, the sample size
will be 60 units (1800/30= 60 units)
WE WILL CONTINEU NEXT WEEK
10 01/10/2023
Criteria for determining an appropriate Sample
and Sample Size
 Criteria i.e., fulfilling requirements of
-representativeness, reliability, flexibility and budget need to be
specified.
 Optimum sample size relative to target population size is neither
excessively too large nor too small, however, the larger the sample
size the better.
 The level of precision in estimating the population characteristic
under study involves sampling error, is the range in which the true
value of the population is estimated to be.
 The level of confidence or risk – There is always a chance that the
sample you obtain does not represent the true population value
therefore risk of selecting a "bad" or unrepresentative sample
must be avoided.
 The degree of variability in the attributes being measured -
allowable sampling error – i.e. small sampling errors affecting
degree of variability. The more heterogenous a population the larger
the sample size and vice versa.
TYPES OF SAMPLING METHODS
PROBABILITY NON-PROBABILITY
Sampling Sampling

1. Convenience
1. Simple Random
2. Purposive
2. Systematic
3. Snow Balling
3. Stratified
4. Quota
4. Cluster
(Multi-stage)
 PROBABILITY SAMPLING

Probability sampling is a sampling technique

where the chance of a unit /element being
selected for the sample is ‘known’ (by its exact
probability or by statistical estimates).
 *1. Simple Random Sampling
 A basic & simplest form of probability sampling design.

 Every member / element of the population has an equal and

independent chance of being selected.

 It requires a listing of the total research/study/target population.

 Randomness can be accomplished by either lottery or table of random

numbers. Mechanical process could also be used.
 * How to Select a Simple Random
Sample ?
Objective: Each has an equal chance of being selected.
For example:
Suppose you would want to chose 30 schools out of 100
schools in Addis Ababa.
 Number all the 100 units in the population.
 Place corresponding numbers on slips of paper.
 Place all slips in a container or box and mix thoroughly.
 Draw a slip and record the number on the sheet.
 The process can be repeated till the required sample is
obtained.
Random number generator / computer, tables can also be
used.
 *2. Systematic Sampling
The sample is arrived at by first selecting a random starting point
and then picking every ith element in succession from the sampling
frame.
 Starts with a randomly selected element, thereafter,

 Every ith element in a randomised population frame is selected for

inclusion in the sample.

 Rule of thumb in deciding sampling interval is to divide the total

population by the sample size.

 K = N/n

 Easy, convenient and less costly sampling method.

 Not convenient for hidden cases i.e. study of criminals.

*How to Select a Systematic Sample?
Sample is obtained by taking the kth unit in the population
after the population units have been numbered or ordered.

kth unit is defined as the sampling ratio or skip interval, i.e.

the total population divided by the size of the sample .

K = N/n (100/20) = 5 (skip interval)

if N = 500 and n =20 then K = 25

 *3. Stratified Sampling
 Stratified Random Sampling, also sometimes called proportional or

quota random sampling

 A probability sampling technique that involves a two-step process:
 Divide or partition the population into homogenous subgroups,
strata or layers.
 Elements are selected from each stratum by a random procedure.
The population can be divided according to age / income,
intelligence or sex.
 Having done that, a simple random sample can be drawn from each
stratum or layer.
Objective: Divide the population into non-overlapping groups (i.e.,
strata) N1, N2, N3, ... Ni, such that N1 + N2 + N3 + ... + Ni = N.
Then do a simple random sample of f = n/N in each stratum.
 Combine the samples from each stratum into a single sample of the
target population.
 * How to Select a Stratified Sample?

The number of subjects drawn from each stratum depends on whether

the sample is done proportionately or dis-proportionately.
Proportionate stratified sampling requires that the proportions of
subjects in the sample should reflect the sample in the population.
e.g.
10,000 voting age adults in a “kebele” 20% illiterate, 60% primary
school, 20% school graduates.
 * 4. Cluster Sampling – One-stage & multi-stage

 Involves dividing target population into a sample of

“clusters” or sub-populations that are mutually exclusive and
collectively exhaustive in terms of diversity of respondents
(i.e. one-stage).
 Two-stage cluster sampling - elements in each cluster are
then selected probabilistically in proportion to sample size
or using SRS.(simple random sampling)
 Area sampling – a common form of cluster sampling in which
clusters comprise geographic areas such as residential
blocks, districts, regions and all elements are included in the
sample (i.e. one-stage).
 Multi-stage cluster sampling - when sampling very large
populations, e.g. survey impact of HIV/AIDs on education
sector (provinces, districts, urban-rural, gender, etc).
 * How to Select A Cluster Sample?
If we wish to sample residents of
a large city to obtain opinion
data we can be certain that no
one can identify every individual
in order to construct a sampling
framework of individuals by
increasing sampling efficiency
through decreasing costs.

The researcher could use voting

constituencies or suburbs as
sampling framework and these
are clusters.
 *NON-PROBABILITY SAMPLING
 Also known as ‘deliberate’ sampling because items are
selected deliberately by the researcher.
 The probability of selecting an element into a sample may
not be the same for each element.
 Most qualitative studies use non-probability samples because
the focus is on in-depth information and not making
inferences or generalisations.
 Has the advantage of time and economy.
 * 1. Convenience Sampling
 Also called accidental, haphazard or volunteer sampling seeking to
select elements primarily convenient to the researcher in explorative
studies.

 The researcher selects those respondents that are close at hand thus
saving money, time and effort.
e.g. use of students, street respondents, internet surveys, tear-out
questionnaires in newspapers.

 Convenience samples not representative of any definable populations so

what is lost in accuracy is gained in efficiency.

 There is no basis for arguing that the sample is representative.

e.g. use of college students in psychological studies, street interviews,
internet surveys.
 * 2. Purposive / Judgmental Sampling
A form of convenience sampling in which population elements
are selected based on the judgement or expertise or
creativity of the researcher.
 Hand picking of typical cases with a purpose in mind.

 Use of cases / elements that have the required information with respect
to the objectives of the study or elements which are judged to be
representative of the population by researcher.

 Criteria for choosing the particular elements should be stated.

 The disadvantage is that the results can be biased or skewed.(out of true

 Appropriate for small universe whose characteristics are well known.

 * 3. Snowball / Referral Sampling
 Used in circumstances where only very little information
about the subject to be investigated is known or sensitive.

 Referrals have demographic and psychographic

characteristics more similar to the persons referring them
than would occur by chance.

 The researcher picks a small sample which grows bigger and

bigger as the information-flow through referrals to the
researcher increases.

 Commonly used in observational research and community

studies.
i.e. hidden or obscure studies such as fraud, smuggling and
land speculation.
 * 4. Quota Sampling
 Similar to stratified sampling since homogeneous sub-groups
or strata within the research population are sampled.

 Objective is to include various sub-groups or quotas of the

sample elements proportionate to and reflecting the
characteristics of the target population such as age, gender,
political affiliation or socio-economic status.

 Allows for researcher's judgement or convenience or both.

 Very convenient and relatively inexpensive.

 Inferences drawn on the basis of this sampling technique can

not be subjected to statistical analysis.
THE END OF CH04: SAMPLING DESIGN