Lec # 10

Sampling Methods
Types of Sampling
•Probability sample – a method of sampling that
uses of random selection so that all units/ cases in
the population have an equal probability of being
chosen.
•Non-probability sample – does not involve
random selection and methods are not based on
the rationale of probability theory.
 Probability
Sampling in
Quantitative
Research
•Why is probability sampling important in
quantitative research?
•Research finding not based on samples that are
biased / unrepresentative.
•Based on a sampling frame it enables research to
be replicable or repeatable.
•Research results can be projected from the sample
to the larger population with known levels of
certainty/precision (i.e. standard errors & confidence
intervals for survey estimates can be constructed).
 Probability
Sampling in
Quantitative
•Research
To achieve this the sampling frame used needs
to:
•ensure that the correct population is being
sampled i.e. it addresses the questions of interest
•accurately covers all members of the population
being studied so they have a chance to be
sampled.
•The quality of the population list (sampling frame)
i.e. whether it is up-to-date and complete is the
most important feature for accuracy in the
sampling.
Types of
Probability
Sampling
Four main types of probability sampling:
1.Simple random sample
2.Systematic sample
3.Stratified random sample
4.Cluster/ multi-stage random sample
Simple Random
Sampling
• Randomly selecting units from a sampling frame.
•‘Random’ means mathematically each unit from
the sampling frame has an equal probability of
being included in the sample.
• Stages in random sampling:
Systematic
Sampling
• Similar to simple random sample.
•No table of random numbers – select directly
from sampling frame.
Stratified Random
Sample
• ‘Gold standard’ of sampling.
•Why? Designed to be more representative of the
population where the sampling frame is ‘stratified’
according to population variables .
•Variables selected for stratifying are determined
by the characteristics needed by the research.
•Stratification – splitting the population into the
different strata (variables e.g. gender, age, ethnic
background).
•Samples can be stratified across more than one
variable.
Stratified Random
Sample
• As a random sample:
Cluster/ multi-
stage random
sample
•Cluster sampling: selecting a sample based on
specific, naturally occurring groups (clusters)
within a population.
- Example: randomly selecting 20 hospitals from a
list of all hospitals in England.
•Multi-stage sampling: cluster sampling repeated at
a number of levels.
- Example: randomly selecting hospitals by county
and then a sample of patients from each selected
hospital.
Non-Probability
Sampling
Three main types of non-probability sampling:
1.Convenience

2.Quota

3.Snowball
Convenience
Sampling
• A sample selected for ease of access,
immediately known population group.
• + good response rate.
•– cannot generalise findings (do not know what
population group the sample is representative of)
so cannot move beyond describing the sample.
Quota Sampling
•Aim is to sample reflecting proportions of
population in different categories or quotas (e.g.
gender, age, ethnicity).
•Used in often in market and opinion poll
research.
• + easy to manage, quick
•– only reflects population in terms of the quota,
possibility of bias in selection, no standard error
Snowball Sampling
•Useful when a population is hidden or difficult to
gain access to.
•The contact with an initial group is used to make
contact with others.
•+ access to difficult to reach populations (other
methods may not yield any results).
•- not representative of the population and will
result in a biased sample as it is self-selecting.
Sample Size?
•“How large should my sample be in order for it to
be representative”?
•Largersamples are not necessarily better – how
representative a sample it depends on the
sampling technique used and the size of the
population.
•Determining sample size is dependent of how
much error you are prepared to accept in your
sample.
Sampling Error
and Confidence
• The larger the sample size the more likely error
in the sample will decrease.
•But, beyond a certain point increasing sample
size does not provide large reductions in sampling
error.
•Accuracy is a reflection of the sampling error and
confidence level of the data.
Sampling Error
and Confidence
•If a sample has been selected according to
probability we can assess the level of confidence.
• Confidence levels will allow you to state, with a
certain level of confidence, that the sample
findings would also be found in the population.
Confidence
Intervals
Example:
Voting behaviour % of poll
Labour 37%
Conservative 35%
Liberal Democrat 22%
Other 6%

+/ - 3% at 95% confidence level

•A confidence interval of +/- 3% at the 95%

confidence level means that, 95% of the time, the
‘true’ answer will be within 3% of the survey
findings.
References
Bryman, A. (2008) Social Research Methods. 3rd Ed. Oxford:
Oxford University Press.

David, M. and Sutton, C. (2004) Social Research :The Basics.

London: Sage.

ESRC Survey Measurement Programme. Online: available

from Survey Resource Network http://www.surveynet.ac.uk/

Oppenheim, A. (2000) Questionnaire Design, Interviewing and

Attitude Measurement. London: Continuum
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Author Laura Lake
Institute University of Plymouth
Numeracy & Quantitative Methods
Title Sampling: Probability & non-probability sampling
Overview of probability and non-probability sampling techniques in
Description quantitative research.
Date Created March 2011.
Educational Level Level 5
UKOER LFWOERK UOPCPDRM Learning from Woerk WBL Work Based
Learning CPD Continuous Professional Development Probability sample,
non-probability sample, simple random sample, systematic sample,
stratified random sample, cluster/ multi-stage random sample,
stratification, convenience sampling, quota sampling, snowball
Keywords sampling, sampling error, confidence intervals.
Creative Commons Attribution-Non-Commercial-Share Alike 2.0 UK: England &
License Wales license

©University of Plymouth, 2010, some rights reserved