SAMPLING METHOD AND
PROCEDURES FOR SOCIAL SCIENCES
Sampling Design
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The Nature of
Sampling
• Sampling
• Population Element
• Population
• Census
• Sampling frame
Sample
• Subset of a larger population
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SAMPLING
• Sample -- contacting a portion of the
population (e.g., 10% or 25%)
– best with a very large population (n)
– easiest with a homogeneous population
• Census -- the entire population
– most useful is the population ("n") is small
– or the cost of making an error is high
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Population
• Any Complete Group
– People
– Sales Territories
– Stores
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Census
• Investigation of all individual elements that
make up a population
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Characteristics of Good Samples
• Representative
• Accessible
• Low cost
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Why Sample?
Availability
Lower cost
of elements
Sampling
provides
Greater Greater
speed accuracy
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When Is A Census Appropriate?
Feasible Necessary
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What Is A Good Sample?
Accurate Precise
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Population Vs.
Sample
Population of Interest
Population Sample
Sample
Parameter Statistic
We measure the sample using statistics in order to draw
inferences about the population and its parameters.
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…this (bad)…
Sample
Population
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…or this (VERY bad)…
Sample
Population
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Stages in the
Define the target population
Selection
of a Sample Select a sampling frame
Determine if a probability or nonprobability
sampling method will be chosen
Plan procedure
for selecting sampling units
Determine sample size
Select actual sampling units
Conduct fieldwork
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Target Population
• Relevant Population
• Operationally Define
• Comic Book Reader?
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Sampling Frame
• A list of elements from which the sample
may be drawn
• Working Population
• Mailing Lists - Data Base Marketers
• Sampling Frame Error
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Sampling Units
• Group selected for the sample
• Primary Sampling Units (PSU)
• Secondary Sampling Units
• Tertiary Sampling Units
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Random Sampling Error
• The difference between the sample results
and the result of a census conducted using
identical procedures
• Statistical fluctuation due to chance
variations
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Systematic Errors
• Nonsampling errors
• Unrepresentative sample results
• Not due to chance
• Due to study design or imperfections in
execution
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Errors Associated with
Sampling
• Sampling Frame Error
• Random Sampling Error
• Nonresponse Error
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Two Major Categories of
Sampling
• Probability Sampling
• Known, nonzero probability for every element
• Nonprobability Sampling
• Probability of selecting any particular member is
unknown
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Sampling Design Process
Define Population
Determine Sampling Frame
Determine Sampling Procedure
Probability Sampling Non-Probability Sampling
Type of Procedure Type of Procedure
Simple Random Sampling Convenience
Stratified Sampling Judgmental
Cluster Sampling Quota
Determine Appropriate
Sample Size
Execute Sampling
Design DRVRAMANUJAM07@[Link]
Probability Sampling
An objective procedure in which the probability of
selection is nonzero and is known in advance for each
population unit.
It is also called random sampling.
Ensures information is obtained from a representative
sample of the population
Sampling error can be computed
Survey results can be projected to the population
More expensive than non-probability samples
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Probability Sampling
• Simple Random Sample
• Systematic Sample
• Stratified Sample
• Cluster Sample
• Multistage Area Sample
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Simple Random Sampling
• A sampling procedure that ensures that each
element in the population will have an equal
chance of being included in the sample
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Simple Random Sampling (SRS)
• Population members are selected directly from the
sampling frame
• Equal probability of selection for every member
(sample size/population size)
• 400/10,000 = .04
• Use random number table or random number
generator
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Simple Random Sampling
N = the number of cases in the sampling frame
n = the number of cases in the sample
NCn = the number of combinations (subsets) of n from N
f = n/N = the sampling fraction
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Objective: To select n units out of N
such that each NCn has an equal
chance of being selected
Procedure: Use a table of random
numbers, a computer random
number generator, or a mechanical
device to select the sample
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Systematic Sampling
• A simple process
• Every nth name from the list will be drawn
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Stratified Sampling
• Probability sample
• Subsamples are drawn within different
strata
• Each stratum is more or less equal on some
characteristic
• Do not confuse with quota sample
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Systematic Sampling
• Order all units in the sampling frame based
on some variable and number them from 1 to
N
• Choose a random starting place from 1 to N
and then sample every k units after that
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systematic random sample
number the units in the population from 1 to
N
decide on the n (sample size) that you want
or need
k = N/n = the interval size
randomly select an integer between
1 to k
then take every kth unit
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Stratified Sampling (I)
• The chosen sample is forced to contain units from
each of the segments, or strata, of the population
– equalizing "important" variables
• year in school, geographic area, product use, etc.
• Steps:
– Population is divided into mutually exclusive and
exhaustive strata based on an appropriate population
characteristic. (e.g. race, age, gender etc.)
– Simple random samples are then drawn from each
stratum.
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Stratified Random Sampling
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Stratified Random Sampling
Population is divided on the basis of
characteristic of interest in the population
e.g. male and female may have different
consumption patterns
Has a smaller sampling error than simple
random sample since a source of variation is
eliminated
Ensures representativeness when
proportional sampling used
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Stratified Sampling (II)
• Direct Proportional Stratified Sampling
– The sample size in each stratum is proportional to the
stratum size in the population
• Disproportional Stratified Sampling
– The sample size in each stratum is NOT proportional
to the stratum size in the population
– Used if
1) some strata are too small
2) some strata are more important than others
3) some strata are more diversified than others
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Cluster Sampling
• The purpose of cluster sampling is to sample
economically while retaining the characteristics of
a probability sample.
• The primary sampling unit is no longer the
individual element in the population
• The primary sampling unit is a larger cluster of
elements located in proximity to one another
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Examples of Clusters
Population Element Possible Clusters in the United States
U.S. adult population States
Counties
Metropolitan Statistical Area
Census tracts
Blocks
Households
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Examples of Clusters
Population Element Possible Clusters in the United States
College seniors Colleges
Manufacturing firms Counties
Metropolitan Statistical Areas
Localities
Plants
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Examples of Clusters
Population Element Possible Clusters in the United States
Airline travelers Airports
Planes
Sports fans Football stadiums
Basketball arenas
Baseball parks
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Nonprobability Sampling
• Convenience
• Judgment
• Quota
• Snowball
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Convenience Sampling
• Also called haphazard or accidental sampling
• The sampling procedure of obtaining the people or
units that are most conveniently available
• Convenience Sampling
– A researcher's convenience forms the basis
for selecting a sample.
• people in my classes
• Mall intercepts
• People with some specific characteristic
(e.g. bald) DRVRAMANUJAM07@[Link]
Judgment Sampling
• Also called purposive sampling
• An experienced individual selects the
sample based on his or her judgment about
some appropriate characteristics required of
the sample member
• A researcher exerts some effort in selecting a
sample that seems to be most appropriate for
the study.
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Quota Sampling
• Ensures that the various subgroups in a population are
represented on pertinent sample characteristics
• To the exact extent that the investigators desire
• It should not be confused with stratified sampling.
– The population is divided into cells on the basis of
relevant control characteristics.
– A quota of sample units is established for each cell.
• 50 women, 50 men
– A convenience sample is drawn for each cell until the
quota is met.
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Quota Sampling - example
• Let us assume you wanted to interview tourists coming to a community
to study their activities and spending. Based on national research you
know that 60% come for vacation/pleasure, 20% are VFR (visiting
friends and relatives), 15% come for business and 5% for conventions
and meetings. You also know that 80% come from within the province.
10% from other parts of Canada, and 10% are international. A total of
500 tourists are to be intercepted at major tourist spots (attractions,
events, hotels, convention centre, etc.), as you would in a convenience
sample. The number of interviews could therefore be determined
based on the proportion a given characteristic represents in the
population. For instance, once 300 pleasure travellers have been
interviewed, this category would no longer be pursued, and only those
who state that one of the other purposes was their reason for coming
would be interviewed until these quotas were filled.
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Alberta Canada International Totals
Pleasure .48 .06 .06 .60
Visiting .16 .02 .02 .20
Business .12 .015 .015 .15
Convention .04 .005 .005 .05
Totals .80 .10 .10 100
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Snowball Sampling
• A variety of procedures
• Initial respondents are selected by
probability methods
• Additional respondents are obtained from
information provided by the initial
respondents
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What is the
Appropriate Sample Design?
• Degree of Accuracy
• Resources
• Time
• Advanced Knowledge of the Population
• National versus Local
• Need for Statistical Analysis
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After the Sample Design
is Selected
• Determine sample size
• Select actual sample units
• Conduct fieldwork
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Or
Thanking you
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