Sampling Methods 1

Sampling Techniques/ Methods
Dr Suhas Kumar Shetty

Professor
Dept of Manasa Roga
SDM College of Ayurveda & Hospital,
Hassan, India
drsuhasshetty@gmail.com
+ 91 9449603234
www.drsuhasayurveda.com
drsuhas2015©allrightsreserved
Learning Outcome
• Sample & Population
• Sampling process
• Types of sampling
• Probability sampling
• Non Probability sampling
Sampling
A sample is a subset of a
larger population of objects
individuals, households,
businesses, organizations
Population
Population and so forth.
Sampling enables researchers

to make estimates of some
unknown characteristics of
the population in question
Sample
Sample
A finite group is called population
whereas a non-finite (infinite)
group is called universe
A census is a investigation of all

the individual elements of a
population
The Sampling Process
Plan
Plan procedure
procedure for
for
selecting
selecting sampling
sampling units
units
44
Determine
Determine ifif aa probability
probability
33 or
or non-probability
non-probability sampling
sampling Determine
Determine sample
sample size
size 55
method
method will
will bebe chosen
chosen
22 Select
Select aa Select
Select actual
actual sampling
sampling units
units 66
Sampling
Sampling Frame
Frame
Define
Define the
the Target
Target
11 Conduct
Conduct research
research 77
population
population
Sampling Techniques
• Collection of sample
• Representative sample
• Research design, data type, sample size
Basic Sampling Classifications
• Probability samples: ones in which members of

the population have a known chance (probability)
of being selected
• Non-probability samples: instances in which the

chances (probability) of selecting members from
the population are unknown
Classification of Sampling
Methods
Sampling
Methods
Probability Non-
Samples probability
Systematic Stratified Convenience Snowball
Simple
Cluster Judgment Quota
Random
Probability Sampling
A probability sampling method is any

method of sampling that uses some
form of random selection. In order to
have a random selection method, you
must set up some process or
procedure that assures that the
different units in your population have
equal probabilities of being chosen
(Clark 2002: 37).
Most Common Types of Probability
Sampling
• Simple Random Sampling
• Stratified Random Sampling
• Systematic Random Sampling
• Cluster Or Multistage Sampling
Simple Random Sampling
• Where we select a group of subjects (a sample) for

study from a larger group (a population). Each individual
is chosen randomly and each member of the population
has an equal chance of being included in the sample.
• Every possible sample of a given size has the same
chance of selection; that is, each member of the
population is equally likely to be chosen at any stage in
the sampling process. (Easton & Mc Coll 2004).
• A lottery draw is a good example of simple random
sampling. A sample of 6 numbers is randomly
generated from a population of 45, with each number
having an equal chance of being selected.
Probability Sampling
Methods
 Simple Random Sampling
 the purest form of probability sampling.
 Assures each element in the population
has an equal chance of being included in
the sample
 Random number generators
Sample Size
Probability of Selection = Population Size
 Advantages
 minimal knowledge of population needed
 External validity high; internal validity
high; statistical estimation of error
 Easy to analyze data
 Disadvantages
 High cost; low frequency of use
 Requires sampling frame
 Does not use researchers’ expertise
 Larger risk of random error than stratified
Stratified Random Sampling
• Often factors which divide up the
population into sub-populations (groups /
strata)
• Measurement of interest may vary among
the different sub-populations.
• This has to be accounted for when we
select a sample from the population to
ensure our sample is representative of
the population.
Stratified Random Sampling
• A stratified sample is obtained by taking samples
from each stratum or sub-group of a population.
• Suppose a farmer wishes to work out the
average milk yield of each cow type in his herd
which consists of Ayrshire, Friesian, Galloway
and Jersey cows. He could divide up his herd
into the four sub-groups and take samples from
these (Easton and Mc Coll 2004).
 Stratified Sampling
 Sub-samples are randomly drawn from
samples within different strata that are
more or less equal on some characteristic
 Why?
Can reduce random error
More accurately reflect the

population by more proportional
representation
 Advantages
 Assures representation of all groups in
sample population needed
 Characteristics of each stratum can be
estimated and comparisons made
 Reduces variability from systematic
 Disadvantages
 Requires accurate information on
proportions of each stratum
 Stratified lists costly to prepare
Systematic Random Sampling
• Systematic sampling, sometimes called interval
sampling, means that there is a gap, or interval,
between each selection.
• Often used in industry, where an item is
selected for testing from a production line (say,
every fifteen minutes) to ensure that machines
and equipment are working to specification.
• Alternatively, the manufacturer might decide to
select every 20th item on a production line to
test for defects and quality. This technique
requires the first item to be selected at random
as a starting point for testing and, thereafter,
every 20th item is chosen.
Systematic Random Sampling
• Used when questioning people in surveys eg market
researcher selecting every 10th person who enters a particular
store, after selecting a person at random as a starting point
• interviewing occupants of every 5th house in a street, after

selecting a house at random as a starting point.
• If researcher wants to select a fixed size sample. In this case, it

is first necessary to know the whole population size from
which the sample is being selected.
• If a systematic sample of 50 students were to be carried out in

SDMCNYS, Ujire with an enrolled population of 1000, the
sampling interval would be:
• I = N/n = 1000/50 =20
 Systematic Sampling
 An initial starting point is selected by a
random process, and then every nth
number on the list is selected
 n=sampling interval
 The number of population elements

between the units selected for the
sample
 Error: periodicity- the original list has a
systematic pattern
 ?? Is the list of elements randomized??
 Advantages
 Moderate cost; moderate usage
 External validity high; internal validity
high; statistical estimation of error
 Simple to draw sample; easy to verify
 Disadvantages
 Periodic ordering
 Requires sampling frame
Cluster Or Multistage Sampling
• Cluster sampling is a sampling technique where the
entire population is divided into groups, or clusters, and
a random sample of these clusters are selected. All
observations in the selected clusters are included in the
sample.
• every element should have a specified (equal) chance
of being selected into the final sample.
• typically used when the researcher cannot get a
complete list of the members of a population they wish
to study but can get a complete list of groups or
'clusters' of the population
• Cheap, easy economical method of data collection.
Non-Probability Sampling
Main Types
• Convenience/ opportunity/accidental
sampling.
• Purposive/ judgemental sampling
• Quota sampling
• Snowball sampling
Convenience/ opportunity/accidental
sampling
• volunteer samples
• Sometimes access through contacts or
gatekeepers
• ‘easy to reach’ population.
Non-Probability Sampling
Methods
 Convenience Sample
 The sampling procedure used to obtain
those units or people most conveniently
available
 Why: speed and cost
 External validity?
 Internal validity
 Is it ever justified?
 Advantages
 Very low cost
 Extensively used/understood
 No need for list of population elements
 Disadvantages
 Variability and bias cannot be measured
or controlled
 Projecting data beyond sample not
justified.
Purposive/ judgemental sampling
• Involves selecting a group of people

because they have particular traits that
the researcher wants to study
• e.g. consumers of a particular product or
service in some types of market research
• Commonly used in qualitative research
 Judgment or Purposive Sample
 The sampling procedure in which an
experienced research selects the sample
based on some appropriate characteristic
of sample members… to serve a purpose
 Advantages
 Moderate cost
 Commonly used/understood
 Sample will meet a specific objective
 Disadvantages
 Bias!
justified.
Quota sampling
• Widely used in opinion polls and market
research.
• Interviewers given a quota of subjects of
specified type to attempt to recruit.
• eg. an interviewer might be told to go out and
select 20 male smokers and 20 female smokers
so that they could interview them about their
health and smoking behaviours .
 Quota Sample
 The sampling procedure that ensure that
a certain characteristic of a population
sample will be represented to the exact
extent that the investigator desires
 Advantages
 moderate cost
 Very extensively used/understood
 No need for list of population elements
 Introduces some elements of

stratification
 Disadvantages
 Variability and bias cannot be measured
or controlled (classification of subjects)
justified.
Snowball sampling
Involves two main steps.
1. Identify a few key individuals
2. Ask these individuals to volunteer to
distribute the questionnaire to people
who know and fit the traits of the desired
sample
 Snowball sampling
 The sampling procedure in which the
initial respondents are chosen by
probability or non-probability methods,
and then additional respondents are
obtained by information provided by the
initial respondents
 Advantages
 low cost
 Useful in specific circumstances
 Useful for locating rare populations
 Disadvantages
 Bias because sampling units not
independent
justified.
Graphical Depiction of
Sampling Errors
Respondents
Planned (actual
Sampling Frame Sample sample)
Non-Response Error
Sampling Frame Error
Random Sampling Error

Total Population drsuhas2015©allrightsreserved
Learning Outcome
• Sample & Population
• Sampling process
• Types of sampling
• Probability sampling
• Non Probability sampling
Statistics !!!
Difficult
Easy
Boring
Interesting
Useless
Useful
drsuhasshetty@gmail.com
+ 91 9449603234
www.drsuhasayurveda.com

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Sampling Techniques/ Methods

Dr Suhas Kumar Shetty

Sampling enables researchers

A census is a investigation of all

• Research design, data type, sample size

• Probability samples: ones in which members of

• Non-probability samples: instances in which the

Systematic Stratified Convenience Snowball

A probability sampling method is any

• Where we select a group of subjects (a sample) for

 Does not use researchers’ expertise

 Larger risk of random error than stratified

More accurately reflect the

• interviewing occupants of every 5th house in a street, after

• If researcher wants to select a fixed size sample. In this case, it

• If a systematic sample of 50 students were to be carried out in

 The number of population elements

 No need for list of population elements

• Involves selecting a group of people

 Sample will meet a specific objective

 No need for list of population elements

 Introduces some elements of

 Useful for locating rare populations

Random Sampling Error

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