LESSON 7:

POPULATION AND SAMPLING

METHODS
Learning Objectives
After going through this lesson, you are expected to:
1. describe how probability sampling differs from non-probability sampling;
2. define generalizability and describe how it is achieved in probability samples;
3. identify the various types of probability samples and provide a brief description of each;
4. define non-probability sampling and describe instances in which a researcher might
choose a non-probability sampling technique; and
5. describe the different types of non-probability samples
 Vocabulary
Population
 any complete group (i.e., people, sales territories, stores, etc.) sharing a common set of
characteristics; defined as including all people or items with the characteristic one wish to
understand and draw inferences about them
Probability Samples
a type of sample wherein members of the population have equal chance to be selected as subject
in the research
Sample
“a smaller (but hopefully representative) collection of units from a population used to determine
truths about that population” (Creswell, 2015); a subset or a part of a larger population
 Vocabulary
Sampling
a statistical procedure that is concerned with the selection of certain individual observation
from the target population
Sampling design
refers to the technique or procedure used by the researcher for selecting items as samples
from the population or universe
Probability
how likely something is to happen
 Vocabulary
Sampling bias
occurs when some members of a population are systematically more likely to be selected in
a sample than others
Sample size
the number of participants or observations included in a study
Generalizability
refers to the idea that a study’s result will tell us something about a group larger than the
sample from which the findings were generated
 Vocabulary
Haphazard
marked by lack of plan, order, or direction
Strata
defined as the homogenous subpopulations or group based on specific characteristics
Random
refers to being chosen by chance
ACTIVITY
PICK ME!
 sample selection based on the
subjective judgment of the researcher.
NON-PROBABILITY
SAMPLING
useful when the population is diverse.
PROBABILITY
SAMPLING
not everyone has an equal chance to
participate.
NON-PROBABILITY
SAMPLING
used when sampling bias must be
reduced.
PROBABILITY
SAMPLING
the researcher does not consider
sampling bias.
NON-PROBABILITY
SAMPLING
everyone in the population has an equal
chance of getting selected.
PROBABILITY
SAMPLING
useful when the population has similar
traits.
NON-PROBABILITY
SAMPLING
the sample is selected randomly.
PROBABILITY
SAMPLING
the sample does not accurately represent
the population.
NON-PROBABILITY
SAMPLING
finding respondents is easy.
NON-PROBABILITY
SAMPLING
Topic Discussion

Types of Sampling
Methods

Probability Non-Probability
Sampling Sampling
Difference
PROBABILITY
SAMPLING
• based on chance events (such as random
numbers, flipping a coin etc.)
• a selection of samples from a given
population, where each sample has an
equal chance of being chosen using the
appropriate sampling technique
• preferred in quantitative research
NON-PROBABILITY
SAMPLING
• based on researcher's choice, population
that is accessible and available
• sampling technique for which a person’s
(or event’s or researcher’s focus)
likelihood of being selected for
membership in the sample is unknown
• preferred in qualitative research
Probability Sampling
Quantitative researchers like you are often interested in being able to make
generalizations about groups larger than their study samples. While there are certainly
instances when quantitative researchers rely on nonprobability samples (e.g., when doing
exploratory or evaluation research), quantitative researchers tend to rely on probability
sampling techniques. The goals and techniques associated with probability samples differ
from those of nonprobability samples.
When you conduct a research with a large group of people, it is rarely possible to
collect data from every person in that group. Instead, you select a sample. Based on the
definition we discussed a while ago; a sample is the group of individuals who will
participate in the research. Drawing valid conclusions from your results, you must
carefully decide how you will select a sample that is representative of the group.
Probability Sampling
As student researcher, you should clearly and explicitly mention the sampling
method in the manuscript. The description of these helps the reviewers and readers in
assessing the validity and generalizability of the results. Furthermore, as researchers you
should also acknowledge the limitations of your sampling method and its effects on
estimated obtained in the study.
As with most recruiting methods, sampling is the beginning tool to determine if
the person or respondent is qualified for the research study. Most of us spontaneously
undergo the process of sampling. If some of us tried some new clothes in the market which
are trendy and stylish, other people in the group may assume that this could be the newest
trend or fashion.
Probability Sampling
Once the research question and the research design have been finalized, it is
important to select the appropriate sample for your study. The method by which you select
the sample is the sampling method. Again, there are two essential types of sampling
methods: (1) probability sampling; and (2) non-probability sampling.
Random sampling method (such as simple random sample or stratified random
sample) is a form of probability sampling. It is important to understand the different
sampling methods used in research. The method used should be mentioned clearly in the
research paper. As researcher, you should not misrepresent the sampling method in the
manuscript such as using the term “random sample” when the researcher has used
convenience sample. The sampling method will depend on the research question.
Probability Sampling

Designing the sample calls for three decisions:

• Who will be surveyed? (the sample)
• How many people will be surveyed? (sample size)
• How should the sample be chosen? (sampling)
 Generalizability in Probability Sampling

Obtaining a representative sample is important in probability sampling because a key goal of studies that
rely on probability samples is generalizability. In fact, generalizability is perhaps the key feature that
distinguishes probability samples from nonprobability samples. In order to achieve generalizability, a core
principle of probability sampling is that all elements in the researcher’s target population have an equal chance of
being selected for inclusion in the study. In research, this is the principle of random selection. Random selection
is a mathematical process that must meet two criteria. The first criterion is that chance governs the selection
process. The second is that every sampling element has an equal probability of being selected (Palys & Atchison,
2014).
 Generalizability in Probability Sampling

The core principal of probability sampling is random selection. If a researcher uses random selection
techniques to draw a sample, he or she will be able to estimate how closely the sample represents the larger population
from which it was drawn by estimating the sampling error.
Sampling error is the degree to which your sample deviates from the population’s characteristics. It is a
statistical calculation of the difference between results from a sample and the actual parameters of a population. It is
important to ensure that there is a minimum of sampling error (your sample needs to match the diversity of the
population as closely as possible.) Sampling error comes from two main sources – systemic error and random error.
Random error is due to chance, while systemic error means that there is some bias in the selection of the sample that
makes particular individuals more likely to be selected than others.
 Types of Probability Sampling
1. Simple Random Sampling - a sampling technique where every item in the population has
an even or equal chance and likelihood of being selected in the sample
2. Stratified Random Sampling - a sampling procedure wherein members of the population
are grouped based on homogeneity. This technique is used when there are a number of
distinct subgroups in the population, within each of which is required that there is full
representation. That is, every member of the population can be clearly classified into exactly
one subgroup.
 Types of Probability Sampling

3. Cluster Sampling - a sampling method 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. This sampling technique is used when "natural" but
relatively homogeneous groupings are evident in a statistical population and is generally used
when the researcher cannot get a complete list of the units of a population they wish to study
but can get a complete list of groups or 'clusters' of the population.
 Types of Probability Sampling

4. Systematic Sampling - A sampling technique that relies on arranging the target population
according to some ordering scheme and then selecting elements at regular interval (called
sampling interval) through that ordered list. This technique should not be used if the population
is ordered cyclically or periodically as your resulting sample cannot guaranteed to be
representative.
Probability Sampling Methods
 Non-Probability Sampling
In a non-probability sample, individuals are selected based on non-random criteria, and not every
individual has a chance of being included. This type of sample is easier and cheaper to access but it has
a higher risk of sampling bias. You cannot use it to make a valid statistical inference about the whole
population.
Non-probability sampling techniques are often appropriate for exploratory and qualitative research. In
these types of research, the aim is not to test a hypothesis about a broad population, but to develop an
initial understanding of a small or under-researched population.
 Types of Non-Probability Sampling

1. Purposive Sampling - often used when one’s goal is to include participants who represent a broad
range of perspectives, and may also be used when a researcher wishes to include only people who
meet very narrow or specific criteria. To draw a purposive sample, a researcher must begin with
specific perspectives in mind that he or she wishes to examine and then seeks out research
participants who will cover the full range of perspectives.
EXAMPLE:
If you are studying students’ satisfaction with their living conditions on school, you will
want to be sure to include students who stay in each of the different types or locations of
on-school in your study. If you only include students from 1 of 10 housing conditions, you
may miss important details about the experiences of students who live in the other 9 homes
of which you didn’t include in your study.
 Types of Non-Probability Sampling
2. Snowball Sampling - a strategy which is useful when a researcher wishes to study some stigmatized
group or behavior. Snowball sampling is sometimes referred to as chain referral sampling. A researcher
might know one or two people she would like to include in her study but then relies on those initial
participants to help identify additional study participants. Thus, the researcher’s sample builds and
becomes larger as the study continues where a snowball builds and becomes larger as it rolls through the
snow. It is also a useful strategy to use when the researcher’s group of interest is likely to be difficult to
find, not only because of some stigma associated with the group, but also because the group may be
relatively rare.
EXAMPLE:
You are researching experiences of homelessness in your city. Since there is no list of
all homeless people in the city, probability sampling is not possible. You meet one
person who agrees to participate in the research, and she puts you in contact with other
homeless people that she knows in the area.
 Types of Non-Probability Sampling

3. Quota Sampling - employed by both qualitative and quantitative researchers. A researcher identifies
categories that are important to the study and for which there is likely to have variation. Subgroups are
created based on each category and the researcher decides how many people (or documents or
whatever element happens to be the focus of the research) to include from each subgroup and collects
data from that number for each subgroup.
EXAMPLE:
Hypothetically, a researcher wants to study the career goals of male and female
employees in an organization. There are 500 employees in the organization, also known
as the population. To understand better the population, the researcher will need only a
sample, not the entire population. Further, the researcher is interested in particular strata
within the population. Here is where quota sampling helps in dividing the population into
strata or groups.
 Types of Non-Probability Sampling
4. Convenience Sampling – also employed by qualitative and quantitative researches. Sometimes
referred to as haphazard sampling, and is most useful in exploratory research. To draw a convenience
sample, a researcher simply collects data from those people or other relevant elements to which he or
she has most convenient access. It is also often used by journalists who need quick and easy access to
people from their population of interest. If you have ever seen brief interviews of people on the street
on the news, you have probably seen a haphazard sample being interviewed. While convenience
samples offer one major benefit—convenience—we should be more cautious about generalizing from
research that relies on convenience samples.
Non-Probability Sampling Methods
 Key Probability Sampling Non-Probability Sampling

Meaning a sampling method in which the a sampling method wherein it is not

subjects of the population get an known that which individual from the
equal opportunity to be selected as a population will be selected as a
representative sample sample
Also known as Random Sampling Non-Random Sampling
Basis of selection Randomly Arbitrarily
Opportunity of selection Fixed and known Not specified and unknown
Research Conclusive Exploratory
Result Unbiased Biased
Method Objective Subjective
Inferences Statistical Analytical
Hypothesis Tested Generated
Produced data Quantitative Qualitative

Key Differences
 Types of Sampling
Methods

Probability Non-Probability
Sampling Sampling

Simple Stratified
Cluster Systematic Purposive Snowball Quota Convenience
Random Random
Sampling Sampling Sampling Sampling sampling sampling
Sampling Sampling
THANK YOU
MEMBERS
KRISTEL L. ESPION (LEADER)
JOHN ASHER SJ. AGUINILLO
IAN I. DE ALDAY
BRIAN AL P. TENORIO
URIEL CHLOE YVES D. BUENAOBRA
ANGELINE R. LLAGONO
 QUIZ NO. 7
GENERAL INSTRUCTIONS
STRICTLY NO ERASURES/CORRECTIONS
TYPE OF QUIZ
IDENTIFICATION
ANALOGY
TAGALOG-INVERSE TRUE OR FALSE
ENUMERATION
ESSAY
 QUIZ
IDENTIFICATION: Identify the type of probability sampling used in the following situations.
1. 1000 respondents nationwide, from regions down to the barangay are selected for a national
election survey.
2. 25 names of Grade 12 students were picked from the box containing 250 names written in
rolled papers.
3. Ocampo NHS has 82 Grade 11 students and 70 Grade 12 students enrolled in General
Academic Strand. Samples are to be taken from them according to the total number of students
per grade level.
4. Every 5th student from the list of 300 SHS students will be chosen as respondents.
5. 10 students will be chosen through random numbers from a list of population sequentially
arranged.
ANALOGY
6. Probability Sampling: Quantitative; Non-Probability Sampling:
7. Haphazard Sampling: Convenience Sampling; Chain Referral Sampling:
8. Clusters: Cluster Sampling; Interval:
9. Stratified Random Sampling: Probability Sampling; Quota Sampling:
10. Probability Sampling: Objective; Non-Probability Sampling:
TAGALOG-INVERSE TRUE OR FALSE
Instruction: If the statement is TRUE, write MALI. If the statement is FALSE, write TAMA.
REMINDER: ALL IN CAPITAL LETTERS.
11. Snowball sampling is sometimes referred to as chain referral sampling.
12. Non-probability samples might be used when researchers are conducting descriptive research,
by evaluation researchers, or by researchers whose aim is to make some theoretical contribution.
13. A non-probability sample is easier and cheaper to access but it has a higher risk of sampling
bias.
14. In exploratory and qualitative research, the aim is to test a hypothesis about a broad
population.
ENUMERATION
15-17. Enumerate the three (3) considerations in designing the sample
ESSAY (3-5 sentences)
18-20. With your own understanding, what is the difference of probability and non-
probability sampling?
ANSWER KEY
1. Cluster sampling 11. MALI
2. Simple random sampling 12. TAMA
3. Stratified random sampling 13. MALI
4. Systematic sampling 14. TAMA
5. Simple random sampling 15-17. Sample
6. Qualitative Sample size
7. Snowball sampling Sampling
8. Systematic sampling 18-20. Answers may vary
9. Non-Probability Sampling
10. Subjective