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Uma Sekaran Research Methods For Business A SkBookZa - Org1

Sampling is the process of selecting a subset of individuals from within a population to estimate characteristics of the whole population. There are different sampling techniques that can be used. Probability sampling techniques such as simple random sampling and stratified random sampling provide an equal chance of selection and reduce bias compared to non-probability techniques. The key steps in sampling are to define the target population and sampling frame, determine the appropriate sampling design and sample size, and then execute the sampling process.

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426 views22 pages

Uma Sekaran Research Methods For Business A SkBookZa - Org1

Sampling is the process of selecting a subset of individuals from within a population to estimate characteristics of the whole population. There are different sampling techniques that can be used. Probability sampling techniques such as simple random sampling and stratified random sampling provide an equal chance of selection and reduce bias compared to non-probability techniques. The key steps in sampling are to define the target population and sampling frame, determine the appropriate sampling design and sample size, and then execute the sampling process.

Uploaded by

Amina Faiz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Sampling Technique

Uma Sakaran Book chapter 13


Importance of sampling
• Surveys are useful and powerful in finding answers to research
questions through data collection and subsequent analyses, but they
can do more harm than good if the population is not correctly
targeted.

• That is, if data are not collected from the people, events, or objects
that can provide the correct answers to solve the problem, the
research will be in vain.
Sampling
• The process of selecting the right individuals, objects, or events as
representatives for the entire population is known as sampling

• Is it possible to collect data from the whole population?


Key Terms
• Population
• Element
• Sample
Population

• The population refers to the entire group of people, events, or things


of interest that the researcher wishes to investigate.

• It is the group of people, events, or things of interest for which the


researcher wants to make inferences (based on sample statistics).
Element
• An element is a single member of the population.
Sample
• A sample is a subset of the population. It comprises some members
selected from it.
Sampling unit
• The sampling unit is the element or set of elements that is available
for selection in some stage of the sampling process.

• For example, if you were conducting research using a sample of


university students, a single university student would be a sampling
unit.
THE SAMPLING PROCESS
• Define the population.
• Determine the sample frame.
• Determine the sampling design.
• Determine the appropriate sample size.
• Execute the sampling process.
Define the population.

• Sampling begins with precisely defining the target population.

• The target population must be defined in terms of elements and


geographical boundaries.
Determining the sample frame
• The sampling frame is a (physical) representation of all the elements
in the population from which the sample is drawn.

• Example:
• The payroll of an organization would serve as the sampling frame if its
members are to be studied.
• Likewise, the university registry containing a listing of all students,
faculty, administrators, and support staff in the university during a
particular academic year or semester could serve as the sampling
frame for a study of the university population.
Determining the sampling design
• Non - Probability Sample
• Probability Sampling
Non-Probability Sampling

• In nonprobability sampling, the elements do not have a known or


predetermined chance of being selected as subjects.

• Probability sampling designs are used when the representativeness


of the sample is of importance in the interests of wider
generalizability.
Simple Random Sampling

• In the simple random sampling , every element in the population has


a known and equal chance of being selected as a subject.
Example
• Let us say there are 1000 elements in the population, and we need a
sample of 100.
• Lucky Draw
• The first piece drawn will have a 1/1000 chance of being drawn, the
next one a 1/999 chance of being drawn, and so on.
• In other words, we know that the probability of any one of them
being chosen is 1 in the number of the population, and we also know
that each single element in the hat has the same or equal probability
of being chosen.
Example (continue)
• We certainly know that computers can generate random numbers
and one does not have to go through the tedious process of a lucky
draw.
• This sampling design, known as simple random sampling, has the
least bias and offers the most generalizability.
Systematic sampling
• The systematic sampling design involves drawing every nth element
in the population starting with a randomly chosen element between 1
and n.
Stratified Random Sampling
• Stratified random sampling, as its name implies, involves a process of
stratification or segregation, followed by random selection of subjects
from each stratum.
• The population is first divided into mutually exclusive groups that are
relevant, appropriate, and meaningful in the context of the study.
Example

• Stratifying customers on the basis of income levels, buying patterns,


age groups.

• Stratifying companies according to size

• Employees on the basis of career level


Proportionate and disproportionate stratified random
sampling

• Once the population has been stratified in some meaningful way, a


sample of members from each stratum can be drawn using either a
simple random sampling or a systematic sampling procedure.

• The subjects drawn from each stratum can be either proportionate or


disproportionate to the number of elements in the stratum.
Which Sampling Technique to choose!

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