Sampling and
Sampling Techniques
Assistant Professor
School of Business
Lovely Professional University
Learning Objectives
Upon completion of this chapter, you will be able to:
Understand the importance of sampling
Differentiate between random and non-random sampling
apply the concept of sampling in your research projects
Sampling
A researcher generally takes a small portion of the
population for study, referred as sample.
The process of selecting a sample from the population is
called sampling.
Why Is Sampling Essential?
Sampling saves time.
Sampling saves money.
When the research process is destructive in nature, sampling minimizes the
destruction.
Sampling broadens the scope of the study in light of the scarcity of
resources.
It has been noticed that sampling provides more accurate results, as
compared to census.
In most cases complete census is not possible and, hence, sampling is the
only option left.
Steps in the sampling design
process
The Sampling Design Process
Step 1: Target population must be defined
Target population is the collection of the objects which possess the information
required by the researcher and about which an inference is to be made.
Step 2: Sampling frame must be determined
A researcher takes a sample from a population list, directory, map, city directory, or any
other source used to represent the population.
This list possesses the information about the subjects and is called the sampling frame.
Sampling is carried out from the sampling frame and not from the target population.
The Sampling Design Process (Contd.)
Step 3: Appropriate sampling technique must be selected
Step 4: Sample size must be determined
Sample size refers to the number of elements to be included in the study.
Step 5: Sampling process must be executed
Probability and Non – Probability sampling methods
Probability and Non – Probability sampling methods
In probability sampling, each unit of the population
has the same probability (chance) of being selected
as part of the sample.
In non-probability sampling, members of the
sample are not selected by chance.
Some other factors like familiarity of the researcher with the subject,
convenience, etc. are the basis of selection
Probability Sampling Methods
Simple Random Sampling
In simple random sampling, each member of the population has an
equal chance of being included in the sample.
Stratified Random Sampling
In stratified random sampling, elements in the population are divided
into homogeneous groups called strata.
Then, researchers use the simple random sampling method to select a
sample from each of the strata. Each group is called stratum.
In stratified random sampling, stratum should be relatively
homogenous and the strata should contrast with each other.
Random Sampling Methods (Contd.)
In cases where the percentage of
sample taken from each stratum is
proportionate to the actual
percentage of the stratum within the
whole population, stratified sampling
is termed as proportionate stratified
sampling.
In cases where the sample taken from
each stratum is disproportionate to
the actual percentage of the stratum
within the whole population,
disproportionate stratified random
sampling occurs.
Stratified random sampling based on
educational levels
Systematic (or Quasi-random) Sampling
In systematic sampling, sample elements are selected from the
population at uniform intervals in terms of time, order, or space.
A researcher wants to take a sample of size 30 from a population
of size 900 and he has decided to use systematic sampling for this
purpose.
For obtaining the sample, the first member can be selected
randomly and after that every 30th member of the population is
included in the sample. Suppose the first element 3 is selected
randomly and after this, every 30th element, that is, 33rd, 63rd,
… element up to a sample size of 30 are included in the sample.
Random Sampling Methods (Contd.)
Cluster (or Area) Sampling
In cluster sampling, we divide the population into non-overlapping areas or
clusters.
In stratified sampling, strata happen to be homogenous but in cluster sampling,
clusters are internally heterogeneous.
A cluster contains a wide range of elements and is a good representative of the
population.
Diagram for cluster sampling
Multi-Stage Sampling
As the name indicates, multistage sampling involves the selection of
units in more than one stage.
Multi-stage (four stages) sampling
Non-Probability Sampling (Contd.)
Judgment Sampling
In judgment sampling, selection of the
sampling units is based on the judgment of a
researcher.
Snowball Sampling
In snowball sampling, survey respondents are
selected on the basis of referrals from other
survey respondents.
Non-Random Sampling
Sampling techniques where selection of the sampling units is not based on a random
selection process are called nonrandom sampling techniques.
Quota Sampling
In quota sampling, certain subclasses, such as age, gender, income group, and education
level are used as strata. Stratified random sampling is based on the concept of randomly
selecting units from the stratum.
However, in case of quota sampling, a researcher uses non-random sampling methods to
gather data from one stratum until the required quota fixed by the researcher is fulfilled.
Convenience Sampling
In convenience sampling, sample elements are selected based on the convenience of a
researcher.
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