Research Methodology

Lecture No :13
(Sampling Design / Probability vs Non probility)
 Recap

• Sampling is the process of selecting the right

individuals
• Sample is used to represent the whole data or
population
• Sampling process include defining population,
sample frame, sampling design, sample size and
sampling process
 Lecture Objectives

•Differentiate between probability and non

probability sampling
•Learn about the types of probability sampling, its
advantages and disadvantages
•Learn about the types of non probability sampling,
its advantages and disadvantages
•Issues relevant to sample design and collection
 Sampling Design

Probability Based Sampling

Non- Probability Based Sampling

 PROBABILITY SAMPLING

• When we Know elements
• In which each and every member of the 
population gets equal/
non zero chance to become the part of t
he sample .
 NON PROBABILITY SAMPLING

•  When we do not know elements

• In which every member/unit from the pop-
ulation does not 
get equal chance of being selected in the s
ample.
 NON PROBABILITY SAMPLING

• Example: We visit every household in a given

street, and interview the first person to answer
the door. In any household with more than one
occupant, this is a non probability sample,
because some people are more likely to answer
the door (e.g. an unemployed person who
spends most of their time at home is more likely
to answer than an employed housemate who
might be at work when the interviewer calls) and
it's not practical to calculate these probabilities.
 Sample Design Process

• Define the Population;
• Define the Sampling Frame;
• Selection of Sampling Technique(s);
• Determine the Sample Size;
• Execute the Sampling Process

“Sample size larger than 30 and less than 500 are
 appropriate for most of the 
research”

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 Probability Sampling
Unrestricted or simple random sampling

•Technique which ensures that each element in the

population has an equal chance of being selected for the
sample.

•The simple random sampling is the least bias and offer

the most generalizability.

•Example: Choosing raffle tickets from a drum, computer-

generated selections, random-digit telephone dialing.
 Properties of simple random sampling

• The major advantage of simple random sampling is

its simplicity.

• The sampling process could become cumbersome

and expensive.

• The observations (data) of the probability sample

are used for the inferential purpose.

• Inferential or parametric statistics are used for

probability sample.
 Properties of simple random sampling

• The probability sampling is comprehensive.

• Comprehensiveness refers to size and area.

 Probability Sampling

The most common complex probability sampling

design
1.Systematic sampling
2.Stratified sampling
3.Cluster sampling
1. Area sampling
4.Double sampling
 Probability Sampling
Systematic Sampling:
•Technique in which an initial starting point is
selected by a random process, after which every
nth number on the list is selected to constitute part
of the sample.
• Sampling interval (SI) = population list size (N)
divided by a pre-determined sample size (n)
• How to draw:
• 1) calculate SI, say (200/20)=10
• 2) select a number between 1 and SI randomly, i.e. 1-10
• 3) go to this number as the starting point and the item on the list
here is the first in the sample, e.g 3
• 4) add SI to the position number of this item and the new
position will be the second sampled item, e.g 3+10=13
• 5) continue this process until desired sample size is reached.
 Probability Sampling
Stratified Sampling:
•Technique in which simple random subsamples
are drawn from within different strata that share
some common characteristic. Within the group
they are homogenous and among the group they
are heterogeneous.
 Probability Sampling

Stratified Sampling
Example: The student body of BIZTEK is divided
into two groups (management science, Computer
Science) and from each group, students are
selected for a sample using simple random
sampling in each of the two groups, whereby the
size of the sample for each group is determined by
that group’s overall strength.
 Probability Sampling

Cluster Sampling
•Technique in which the target population is first
divided into clusters. Then, a random sample of
clusters is drawn and for each selected cluster
either all the elements or a sample of elements are
included in the sample.
 Probability Sampling
Area sampling
Specific type of cluster sampling in which clusters
consist of geographic areas such as counties, city
blocks, or particular boundaries within a locality.
 Probability Sampling

Area sampling
Example: A city map showing the blocks of the city
is adequate information to allow the researcher to
take a sample of the blocks and obtain data from
the resident therein.
Example: If you wanted to survey the residents of
the city, you would get a city map, take a sample
of city blocks and select respondents within each
city block.
 Probability Sampling

Single stage and multistage cluster sampling

•Single stage cluster sampling involves the division
of population into convenient clusters, randomly
choosing the required number of clusters as
sample subjects, and investigating all the elements
in each of the randomly chosen clusters
•Cluster sampling can also be done in several
stages and is then known as multistage cluster
sampling.
 Probability Sampling

Example: If we were to do a national survey of the

average monthly bank deposits, cluster sampling
would be used to select the urban, semi urban and
rural geographical location for study. At the next
stage particular areas in each of these locations
would be chosen. At the third stage, banks within
each area would be chosen.
Example:
 Difference Between Strata and Clusters
• Although strata and clusters are both non-overlapping subsets of the

population, they differ in several ways.

• All strata are represented in the sample; but only a subset of clusters are in

the sample.

• With stratified sampling, the best survey results occur when elements

within strata are internally homogeneous. However, with cluster sampling,

the best results occur when elements within clusters are internally

heterogeneous
 Probability Sampling

Double sampling:
•A sampling design where initially a sample is used
in a study to collect some preliminary information
of interest, and later a subsample of this primary
sample is use to examine the matter in more
detail.
 Probability Sampling

Double sampling
Example: A structured interview might indicate that
a subgroup of respondents has more insight into
the problems of the organization. These
respondents might be interviewed again and asked
additional questions.
 Non-Probability Sampling
Convenience Sampling:
•Sampling technique which selects those sampling
units most conveniently available at a certain point
in, or over a period, of time.
 Non-Probability Sampling

Convenience Sampling:
•Major advantages of convenience sampling is that
is quick, convenient and economical; a major
disadvantage is that the sample may not be
representative.
•Convenience sampling is best used for the
purpose of exploratory research and
supplemented subsequently with probability
sampling.
 Non-Probability Sampling

Judgment (purposive) Sampling:

•Sampling technique in which the business
researcher selects the sample based on judgment
about some appropriate characteristic of the
sample members.
Example: Selection of certain students who are
active in the university activities to inquire about
the sports and recreation facilities at the university.
 QUOTA SAMPLING
• The population is first segmented into mutually exclusive
sub-groups, just as in stratified sampling.
• Then judgment used to select 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 this second step which makes the technique one of non-
probability sampling.
• In quota sampling the selection of the sample is non-random.
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 QUOTA SAMPLING
• For example interviewers might be tempted to interview
those who look most helpful. The problem is that these
samples may be biased because not everyone gets a
chance of selection. This random element is its greatest
weakness and quota versus probability has been a matter of
controversy for many years

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 Snowball Sampling

• A sampling procedure in which initial respondents are

selected by probability methods and additional respondents
are obtained from information provided by the initial
respondents.
• This technique is used to locate members of rare
populations by referrals.

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 Recap
• Simple random sampling and restricted sampling
are two basic types of probability sampling.
• Probability ( Simple Random, Systematic,
Cluster, Single stage/multistage, Double
sampling)
• Non Probability (Convenience, judgment)