6

Sampling: Theory
and
Methods

McGraw-Hill/Irwin Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
 Learning Objectives

 Explain the role of sampling in the research process

 Distinguish between probability and nonprobability
sampling
 Understand the factors to consider when determining
sample size
 Understand the steps in developing a sampling plan

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The Future of Mobile Search

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 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 to be made about the
larger groups

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Census

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 Basics of Sampling Theory

Population

Element

Defined target
population

Sampling unit

Sampling frame

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 Basics of Sampling Theory
 A population is an identifiable group of elements
(for example, people, products, organizations) of
interest to the researcher and pertinent to the
information problem
 A defined target population consists of the complete
group of elements (people or objects) that are
identified for investigation based on the objectives
of the research project.
 Sampling units are target population elements
actually available to be used during the sampling
process.
 A sampling frame is a list of all eligible sampling
units 6-7
 Sources of Error

 Sampling error is any type of bias that is

attributable to mistakes in either drawing a
sample or determining the sample size
 Nonsampling error is bias that occurs in a
research study regardless of whether a
sample or census is used, such as bias caused
by measurement error, response errors, or
coding errors

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 Sampling Methods

 In probability sampling , each

Probability sampling unit in the defined target
sampling population has a known probability
of being selected for the sample

 In nonprobability sampling , the

Nonprobability probability of selecting each
sampling sampling unit is not known.

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 Types of Sampling Methods

Probability Nonprobability
 Simple random  Convenience sampling
sampling  Judgment sampling
 Systematic random  Quota sampling
sampling  Snowball sampling
 Stratified random
sampling
 Cluster sampling

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 Forms of Probability Sampling_1

 Simple random sampling is a method of

probability sampling in which every unit has
an equal nonzero chance of being selected
 Systematic random sampling is a method of
probability sampling in which the defined
target population is ordered and the sample is
selected according to position using a skip
interval

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 Steps in Drawing a
Systematic Random Sample
 1: Obtain a list of units that contains an acceptable
frame of the target population
 2: Determine the number of units in the list and the
desired sample size
 3: Compute the skip interval
 4: Determine a random start point
 5: Beginning at the start point, select the units by
choosing each unit that corresponds to the skip
interval

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 Example
 Step 1: Obtain a current list of students enrolled at
X university
 Step 2: Determine: there are 30,000 student names
in the list and the desired sample size calculated is
1200 (confidence level 95%, P value 50%, tolerance
sampling error (+/-)2.83
 Step 3: Compute the skip interval =
30,000/1200=25
 4: Determine a random start point, says the 4 th name
 5: Beginning at the start point (the 4th name), then
the 29th name, and so on.
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 Forms of Probability Sampling_2

 Stratified random sampling is a method of

probability sampling in which the population
is divided into different subgroups and
samples are selected from each
 Cluster sampling is a method of probability
sampling where the sampling units are
selected in groups rather than individually

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 Steps in Drawing a
Stratified Random Sample
 1: Divide the target population into homogeneous
subgroups or strata
 2: Draw random samples from each stratum
 3: Combine the samples from each stratum into a
single sample of the target population

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 Nonprobability Sampling Methods

Convenience sampling relies

upon convenience and access

Judgment sampling relies upon belief

that participants fit characteristics

Quota sampling emphasizes representation

of specific characteristics

Snowball sampling relies upon respondent

referrals of others with like characteristics

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Factors to Consider in Sample Design

Research objectives Degree of accuracy

Resources Time frame

Knowledge of
Research scope
target population

Statistical analysis needs

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 Factors Affecting
Sample Size for Probability Designs
 Variability of the population characteristic under
investigation
 Degree of precision desired in estimating the
population characteristic
 Level of confidence desired in the estimate

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 Probability Sampling and Sample Sizes
 When using a population mean

 When using population proportion

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 Probability Sampling and Sample Sizes
 Sampling from a small population

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Non-probability Sampling and Sample Sizes

 Sample size formulas cannot be used

 A subjective, intuitive judgment made by the
researcher based on either past studies, industry
standards, or the amount of resources available.

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 Steps in Developing a Sampling Plan

1. Define the Target Population

2. Select the Data Collection Method
3. Identify the Sampling Frame(s) Needed
4. Identify the Appropriate Sampling Method
5. Determine Sample Sizes and Contact Rates
6. Create Plan for Selecting Sampling Units
7. Execute the Operational Plan

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 Marketing Research in Action:
Santa Fe’s New Menu
 How should participants be selected? What is the
ideal sampling design?
 How many new menu items can be examined on the
survey?
 How should the survey be administered?

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