CHAPTER THREE

Sampling Design
 3. Sampling design
3.1 Introduction
A Sampling 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. Researcher must
select/prepare a sample design which should be reliable
and appropriate for his research study.
 3.2 Definition of Sampling

• Measuring a small portion of something and then

making a general statement about the whole thing.

• Process of selecting a number of units for a study in

such a way that the units represent the larger group
from which they are selected. Sample is a certain
portion of the population
Cont…
 3.3 Census vs. Sampling

 Two methods of selecting the respondents

1. Census
• A complete enumeration of all items in the ‘population’.
It can be presumed that in such an inquiry, when all items
are covered, no element of chance is left and highest
accuracy is obtained.
• Involves a great deal of time, money and energy. It can be
used:
 When the number of respondents / units of interest are
limited, or
 When it is required to gather data from all the
individuals in the population
Cont…
2. Sampling: When field studies are undertaken in
practical life, considerations of time and cost almost
invariably lead to a selection of respondents i.e.,
selection of only a few items. The respondents selected
should be as representative of the total population as
possible in order to produce a miniature cross-section.
The selected respondents constitute what is technically
called a ‘sample’ and the selection process is called
‘sampling technique.’ It can be used:
When the size of the population is too large
The population is homogeneous
Considerations of time and cost play a major role in
going for sampling
 3.4 Why We Need Sampling (Purposes and
Advantages of Sampling)
1. Sampling makes possible the study of a
large, heterogeneous (different characteristics)
population.
 The universe or population to be studied maybe
too large or unlimited that it is almost impossible to
reach all of them. Sampling makes possible this
kind of study because in sampling only a small
portion of the population maybe involved in the
study, enabling the researcher to reach all through
this small portion of the population.
Cont…

1. Sampling is for economy.

 Research without sampling may be too costly.
Sampling reduces the study population to a
reasonable size that expenses are greatly reduced.

3. Sampling is for speed.

 Research without sampling might be too time
consuming.
Cont…
4. Sampling is for accuracy.
 If it takes too long a time to cover the whole study
population, there maybe inaccuracy. The research
must be finished within a reasonable period of time
so that the data are still true, valid and reasonable.
5. Sampling saves the sources of data from being all
consumed.
 The act of gathering data may consume all the
sources of information without sampling. In such a
case, there is no more data to apply the conclusion
to.
 3.5 Disadvantages of Sampling (Defective
Sampling)
1. If sampling is biased, or not representative, or too
small, the conclusion may not be valid and reliable.
2. In research, the respondents to a study must have a
common characteristics which is the basis of the
study.
3. If the population is very large and there are many
sections and subsections, the sampling procedure
becomes very complicated.
4. If the researcher does not possess the necessary skill
and technical knowhow in sampling procedure.
 3.6 Criteria of Selecting a Sampling Procedure

 Two Costs control the Selection of a Sampling

Procedure
1.Cost of Data Collection
2.Cost of drawing incorrect inference from the
selected Data
 The Researcher, therefore, must be aware of the two
causes of incorrect inferences:
a.Systematic bias and
b.Sampling error.
Cont…
• 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. Usually a systematic bias is the result of
one or more of the following factors:
1. Inappropriate sampling frame:
2. Defective measuring device:
3. Non-respondents:
4. Indeterminancy principle:
5. Natural bias in the reporting of data:
 Cont…
• Sampling Errors are the random variations in the sample
estimates around the true population parameters . Generally,
sampling errors decreases with the increase in the size of the
sample.
• 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’. If we increase the sample size,
the precision can be improved. But increasing the size of the
sample has its own limitations viz., a large sized sample
increases the cost of collecting data and also enhances the
systematic bias.
• In brief, while selecting a sampling procedure, researcher must
ensure that the procedure causes a relatively small sampling
error and helps to control the systematic bias in a better way.
 • 3.7 Sampling Design Process
• Define Population

• Determine Sampling Frame

• Determine Sampling Procedure

• Probability Sampling • Non-Probability Sampling

• Simple Random • Convenient
Sampling
• Judgmental
• Stratified Sampling
• Quota
• Cluster Sampling
• Snow ball Sampling
• Systematic Sampling
• Multistage Sampling
• Determine Appropriate
• Sample Size

• Execute Sampling
• Design
 3.8 Characteristics of a Good Sample Design
 From what has been stated above, we can list down the
characteristics of a good sample design as under:
a.Sample design must result in a truly representative
sample.
b.Sample design must be such which results in a small
sampling error.
c.Sample design must be viable in the context of funds
available for the research study.
d.Sample design must be such so that systematic bias
can be controlled in a better way.
e.Sample should be such that the results of the sample
study can be applied, in general, for the universe with a
reasonable level of confidence.
 Types of Sampling
Design

Probability Non
sampling Probability
sampling

Simple Random Purposive Sampling

Sampling
Stratified Sampling
Cluster Sampling
Systematic Sampling
Multistage Sampling
Quota sampling (larger
populations)
Snowball sampling
Self-selection sampling
Convenience sampling
Cont…
3.9.1 Non-probability sampling
• Is that sampling procedure which does not afford any
basis for estimating the probability that each item in the
population has of being included in the sample.
• In this type of sampling, items for the sample are selected
deliberately by the researcher; his choice concerning the
items remains supreme.
• In other words, under non-probability sampling the
organizers of the inquiry purposively choose the
particular units of the universe for constituting a sample.
Thus, the judgment of the organizers of the study plays an
important part in this sampling design.
• A method of sampling in which every element has
unknown and unequal chance of selection.
 Types of Non-probability sampling

 Purposive Sampling
 Quota sampling (larger populations)
 Snowball sampling
 Self-selection sampling
 Convenience sampling
Cont…
Purposive Sampling
 Also called judgment Sampling
The sampling procedure in which an experienced
research selects the sample based on some appropriate
characteristic of sample members… to serve a purpose

When taking sample reject, people who do not fit for

a particular profile
Start with a purpose in mind
Cont…
Quota Sampling
The population is divided into cells on the basis of
relevant control characteristics.
A quota of sample units is established for each cell

A convenience sample is drawn for each cell until the

quota is met
It is entirely non random and it is normally used for
interview surveys
Cont…
Snowball Sampling
 The research starts with a key person and introduce
the next one to become a chain
 Make contact with one or two cases in the population
 Ask these cases to identify further cases.
 Stop when either no new cases are given or the
sample is as large as manageable
Cont…

Self selection Sampling

• It occurs when you allow each case usually
individuals, to identify their desire to take part in the
research you therefore

• Publicize your need for cases, either by advertising

through appropriate media or by asking them to take
part

• Collect data from those who respond

Cont…

Convenience Sampling
 Called as Accidental / Incidental Sampling

 Selecting haphazardly those cases that are easiest

to obtain

 Sample most available are chosen

 It is done at the “convenience” of the researcher

3.9.2 Probability sampling
• 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.
• A type of sampling in which every element of
population has equal chance of selection
 Types of Probability Sampling

 Simple Random Sampling

 Stratified Sampling
 Cluster Sampling
 Systematic Sampling
 Multistage Sampling
Cont…

Simple Random Sampling

 Applicable when population is small,
homogeneous & readily available.
 Assures each element in the population has an
equal chance of being included in the sample
 A table of random number or lottery system is used
to determine which units are to be selected.
 Random number generators

Sample Size
Probability of Selection =
Population Size
Kish (1965) showed that the sample size can be calculated as following equation for 94%
confidence level (Assaf et al 2001, Israel 2003, Moore et al, 2003):
Cont…
Stratified Random Sampling
• 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.
• Elements within each strata are homogeneous, but are
heterogeneous across strata

The following three questions are highly relevant in the

context of stratified sampling:
(a) How to form strata?
(b) How should items be selected from each stratum?
(c) How many items be selected from each stratum or how to
allocate the sample size of each stratum?
• Regarding the first question, we can say that the strata be formed on
the basis of common characteristic(s) of the items to be put in each
stratum. This means that various strata be formed in such a way as to
ensure elements being most homogeneous within each stratum and
most heterogeneous between the different strata. Thus, strata are
purposively formed and are usually based on past experience and
personal judgement of the researcher. One should always remember
that careful consideration of the relationship between the
characteristics of the population and the characteristics to be
estimated are normally used to define the strata. At times, pilot study
may be conducted for determining a more appropriate and efficient
stratification plan. We can do so by taking small samples of equal size
from each of the proposed strata and then examining the variances
within and among the possible stratifications, we can decide an
appropriate stratification plan for our inquiry.
• In respect of the second question, we can say that the usual method, for
selection of items for the sample from each stratum, resorted to is that
of simple random sampling. Systematic sampling can be used if it is
considered more appropriate in certain situations.

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• Regarding the third question, we usually follow the method of
proportional allocation under which the sizes of the samples from the
different strata are kept proportional to the sizes of the strata. That is,
if Pi represents the proportion of population included in stratum i, and n
represents the total sample size, the number of elements selected from
stratum i is n . Pi. To illustrate it, let us suppose that we want a sample
of size n = 30 to be drawn from a population of size N = 8000 which is
divided into three strata of size N1 = 4000, N2 = 2400 and N3 = 1600.
Adopting proportional allocation, we shall get the sample sizes as
under for the different strata: For strata with N1 = 4000, we have P1 =
4000/8000 and hence n1 = n . P1 = 30 (4000/8000) = 15. Similarly, for
strata with N2 = 2400, we have n2 = n . P2 = 30 (2400/8000) = 9, and for
strata with N3 = 1600, we have n3 = n . P3 = 30 (1600/8000) = 6.

• Thus, using proportional allocation, the sample sizes for different

strata are 15, 9 and 6 respectively which is in proportion to the sizes
of the strata viz., 4000 : 2400 : 1600.

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 Cont…
Cluster Sampling

• The population is divided into subgroups (clusters) like families. A simple

random sample is taken of the subgroups and then all members of the cluster
selected are surveyed.

• Thus in cluster sampling the total population is divided into a number of

relatively small subdivisions which are themselves clusters of still smaller
units and then some of these clusters are randomly selected for inclusion
in the overall sample. Suppose we want to estimate the proportion of
machine parts in an inventory which are defective. Also assume that there
are 20000 machine parts in the inventory at a given point of time, stored
in 400 cases of 50 each. Now using a cluster sampling, we would consider
the 400 cases as clusters and randomly select ‘n’ cases and examine all the
machine parts in each randomly selected case.
Cont…
Systematic Random Sampling
• An initial starting point is selected by a random
process, and then every nth number on the list is
selected
• Order all units in the sampling frame based on some
variable and then every nth number on the list is
selected
• Gaps between elements are equal and Constant
There is periodicity.
• N= Sampling Interval
Cont…
Cont…

Multistage Random Sampling

• Multistage sampling refers to sampling plans where
the sampling is carried out in stages
using smaller and smaller sampling units at each
stage.

Not all Secondary Units Sampled normally used to

overcome problems associated with a geographically
dispersed population