SAMPLING

&
SAMPLING METHODS
 SAMPLING
• If the data you collect really are the same as you would get from the
rest, then you can draw conclusions from those answers which you can
relate to the whole group.

• This process of selecting just a small group of cases from out of a large
group is called sampling.
 The need to sample
Sampling- a valid alternative to a census when;

• A survey of the entire population is impracticable

• Budget constraints restrict data collection

• Time constraints restrict data collection

• Results from data collection are needed quickly

When doing a survey, the question inevitably
arises:

• how representative is the sample of the whole

population, in other words;
• how similar are characteristics of the small group
of cases that are chosen for the survey to those of
all of the cases in the whole group?
• Survey research is defined as the collection of
information from a sample of individuals
through their responses to questions.
 Population in Research
• It does not necessarily mean a number of people, it is a collective
term used to describe the total quantity of things (or cases) of the
type which are the subject of your study.
• So a population can consist of certain types of objects,
organizations, people or even events.
 Sampling Frame
• Within this population, there will probably be only
certain groups that will be of interest to your study,
this selected category is your sampling frame.
• A sampling frame is a list of all the items in your
population.
• It's a complete list of everyone or everything you
want to study.
 Populations can have the following
characteristics:
Characteristic Explains Examples
s
homogeneous all cases are similar bottles of beer on a production line

stratified contain strata or layers people with different levels of income: low,
medium, high

proportional contains strata of percentages of different nationalities of

stratified known proportions students in a university

grouped by contains distinctive of apartment buildings – towers, slabs, villas,

type groups tenement blocks

grouped by different groups animals in different habitats – desert,

location according to where equatorial forest, savannah, tundra
they are
SAMPLING METHODS
Sampling techniques
 Probability Sampling
• It is a sampling technique in which sample from a larger
population are chosen using a method based on the theory of
probability.
• For a participant to be considered as a probability sample,
he/she must be selected using a random selection.
• The most important requirement of probability sampling is
that everyone in your population has a known and an equal
chance of getting selected.
• Probability sampling uses statistical theory to select randomly,
a small group of people (sample) from an existing large
population and then predict that all their responses together
will match the overall population.
 Types of Probability Sampling
Four main techniques used for a probability sample:

 Simple random

 Stratified random

 Cluster

 Systematic
 Simple random sampling
• As the name suggests is a completely random method of
selecting the sample. This sampling method is as easy as
assigning numbers to the individuals (sample) and then
randomly choosing from those numbers through an
automated process.
 Stratified Random sampling
• It involves a method where a larger population can be
divided into smaller groups, that usually don’t overlap but
represent the entire population together. While sampling
these groups can be organized and then draw a sample from
each group separately. A common method is to arrange or
classify by sex, age, ethnicity and similar ways.
 Cluster random sampling
• It is a way to randomly select participants when they are
geographically spread out. Cluster sampling usually analyzes a
particular population in which the sample consists of more
than a few elements, for example, city, family, university etc.
The clusters are then selected by dividing the greater
population into various smaller sections.
 Systematic Sampling
• It is when you choose every “kth ” individual to be a part
of the sample. For example, you can choose every 5th
person to be in the sample.
• Systematic sampling is an extended implementation of the
same old probability technique in which each member of the
group is selected at regular periods to form a sample.
• There’s an equal opportunity for every member of a
population to be selected using this sampling technique.
 Systematic Sampling…cont’d
Suppose the N units in the population are numbered 1 to
N in some order. Suppose further that N is expressible as
a product of two integers n and k, so that N = nk which
implies that k = N/n.

To draw a sample of size n,

• select a random number between 1 and k.
• Suppose it is i.
• Select the first unit, whose serial number is i.
• Select every kth unit after ith unit.
• The sample will contain i, i+k,1+2k,...,i+(n-1)k serial
number units.
 Systematic Sampling…cont’d
• So the first unit is selected at random and other units are
selected systematically.
• This systematic sample is called kth systematic sample and k
is termed as a sampling interval.
• This is also known as linear systematic sampling.
 Non-probability Sampling
• Non-probability techniques, relying on the judgment of the
researcher or on accident, cannot generally be used to make
generalizations about the whole population.
• non-probability sampling technique uses non randomized
methods to draw the sample.
• Non-probability sampling method mostly involves judgment.
• Instead of randomization, participants are selected because
they are easy to access.
 Types of Non-probability Sampling
Four main techniques used for a non-probability
sample:

 Convenience

 Judgmental

 Snowball

 Quota
 Convenience Sampling
• It is a non-probability sampling technique used to create sample as
per ease of access, readiness to be a part of the sample, availability
at a given time slot or any other practical specifications of a
particular element.
• Convenience sampling involves selecting haphazardly those cases
that are easiest to obtain for your sample, such as the person
interviewed at random in a shopping center for a television
program.
 Judgmental Sampling

• In the judgmental sampling, also called purposive sampling, the

sample members are chosen only on the basis of the
researcher’s knowledge and judgment.
• It enables you to select cases that will best enable you to answer
your research question(s) and to meet your objectives.
 Snowball Sampling
• Snowball sampling method is purely based on referrals and that is
how a researcher is able to generate a sample. Therefore this
method is also called the chain-referral sampling method.
• This sampling technique can go on and on, just like a snowball
increasing in size (in this case the sample size) till the time a
researcher has enough data to analyze, to draw conclusive results
that can help an organization make informed decisions.
 Quota Sampling
• Selection of members in this sampling technique happens on basis
of a pre-set standard.
• In this case, as a sample is formed on basis of specific attributes,
the created sample will have the same attributes that are found in
the total population.
• It is an extremely quick method of collecting samples.
• Quota sampling is therefore a type of stratified sample in which
selection of cases within strata is entirely non-random.
 Conclusion
• We sample primarily to facilitate Data collection that we use
for research analysis particularly when the population being
studied is larger.
• Sampling enables you to collect and analyze data for a smaller
portion of the population (sample) which must be a
representative of the entire population and then apply the
results to the whole population.
• Sampling permits you to draw conclusions about very complex
situations.
• Sampling permits you do your research faster and at a lesser
costs .
• If the sample is not a representative one, the results being
applied to the entire population will be misleading.