Sampling
Group: 3
Umar Ahmad Khan (Group Leader)
Muhammad Ahmad
Musharraf Aziz
Ghulam Fareed
Mubashir
Introduction
• What is Sampling:
Selection of specific group from
entire population from which you
will collect the data called sampling.
The Sampling Process
Cont….
1: Population:
The sampling process comprises of several stage. The first
stage is defining the target population. A population can be defined as all
people or items ( unit of analysis ) with the characteristics that one wishes to
study. The unit of analysis may be a person, group, organization, country,
object, or any other entity that you wish to draw scientific inferences about.
Cont….
2: Sampling Frame:
• The source material or device from which a sample is down.
• It is a list of all those within a population who can be
Sampled, and may include individuals, households or institutions.
For Example:
• List of BBA students in Lahore
• List of High schools in Bahawalpur
Cont
3: Sample:
• A part of anything taken or presented for inspection.
• Sample is a group of people, objects, or items that are taken from a large
population for measurement.
• A sample refers to a smaller, manageable version of larger group.
• The sample should be representative of the population.
Sample Cont….
Types of Sampling
• Types of sampling are as follows:
Probability Sampling Non-Probability Sampling
• Every member of the population • Every member of the population
has equal chance of being selected has not equal chance of being
for research selected for research.
Types of Probability Sampling
• There are four Types of Probability Sampling:
Types of Probability Sampling Cont….
1: Simple Random Sampling:
• In this technique every member of the sample is selected
purely random basis with equal chance.
• Picking chits from bowl, lottery system, random number
generator etc, are the methods of simple random sampling.
Types of Probability Sampling Cont….
2: Stratified Sampling:
• In this technique population is divided into mutually
exclusive groups, and then every member of the
group had equal chance of being selected for
research.
Types of Probability Sampling Cont….
3: Systematic Sampling:
• In this technique population is arranged in ascending or descending order,
then researcher randomly picks first items from population.
• Sampling interval=total population/sample size=1000/100=10
• Suppose first number picked by researcher is 7, the next will be 7+10=17,
next will be 17+10=27, 27+10=37 and so on.
Types of Probability Sampling Cont….
4: Cluster/Area Sampling:
• This technique is used when large population (geographically dispersed) is
under study. Whole population is divided into small groups which is called
clusters.
• For example: A company want to study the performance of a particular
product in the country. The country is divided into cluster (cities, towns,
metropolitan areas etc.)
Types of Non-Probability Sampling
• There are four Types of Non-Probability Sampling:
Types of Non-Probability Sampling
Cont….
1: Convenience Sampling:
• Convenience sampling is also called grab sampling, availability sampling,
accidental sampling etc.
• It is type of sampling in which data is collected from the “conveniently
available respondents”.
• It is low cost and fast sampling technique.
Types of Non-Probability Sampling
Cont….
1: Judgement/Purposive Sampling:
• It is also called authoritative sampling, selective sampling, subjective
sampling.
• It is a sampling technique in which researcher selects the respondents
based on his knowledge & judgement.
• It is easy & cost effective sampling technique. But is vulnerable to
sampling bias as it is entirely depends on researcher’s judgement.
Types of Non-Probability Sampling
Cont….
3: Snowball Sampling:
• As the snowball moves further from top to bottom on glacier it gets bigger and bigger.
• It is a sampling technique in which researcher selects one or two respondents first.
These respondents refer or identify other respondents.
• Researcher continuously selects respondents based on referral until required sample
size is achieved.
• Snowball sampling is also called referral sampling, chain sampling, network sampling,
friend to friend sampling.
Types of Non-Probability Sampling
Cont….
4: Quota Sampling:
• It is a sampling technique in which entire population is divided into groups
and then quota (no of items to be selected for research) is assigned against
each group.
• Groups examples: males, females, employed or unemployed people, age
groups, location etc.
• Once the quota is assigned to each group then sample is selected on
convenience or personal judgement.
