LEARNING OUTCOMES

 Explain the different types of sampling

CHAPTER 2 methods
 Apply the different sampling methods
SAMPLING AND DATA
 Explain different methods of collecting data
COLLECTION METHODS and the suitability to their tasks
 Design questionnaires
PREPARED BY SANIZAH AHMAD

sanizah@tmsk.uitm.edu.my 1 sanizah@tmsk.uitm.edu.my 2

Important statistical terms WHAT IS SAMPLING?

Population:  Process of selecting sample from population
a set which includes all  The sample must be selected in such a way so that it will
measurements of interest accurately represent its population
to the researcher  Sampling technique – scientific method of selecting sample
(The collection of all from population (must be random and represent population)
responses, measurements, or  Sampling Unit – individuals or items to be sampled
counts that are of interest)
CENSUS Ex. Student, person who uses credit card
Sample:  Sampling frame - LIST of individuals or items from which
the samples can be obtained (list of sampling units).
A subset of the population
SAMPLE SURVEY Ex. Telephone directory, student list, customer list of credit
card users

sanizah@tmsk.uitm.edu.my 3 sanizah@tmsk.uitm.edu.my 4

1
 Types of Sampling Techniques
Why sampling? NON-
PROBABILITY
PROBABILITY
SAMPLING
Get information about large populations when it’s SAMPLING
impossible to study the whole population
Convenience Simple
 Less costs random
sampling sampling
 Less field time
Judgemental Systematic
 Eliminate any BIAS sampling sampling
 More accuracy i.e. Can Do a Better Job of Data
Collection Snowball Cluster
sampling sampling
Once a sampling frame has been established, you can
choose a SAMPLING TECHNIQUE Quota
Stratified
random
sampling
sampling
sanizah@tmsk.uitm.edu.my 5 6

Non probability sampling Non probability sampling

 The selection of the items/individuals without
their probabilities of selection
 Used when generalization concerning the
population is not required or when sampling
frames are difficult to obtain
 Advantage
 Quick, inexpensive and convenient
Disadvantage
Sample selected not representative of the
population
sanizah@tmsk.uitm.edu.my
 Convenience sampling
pre-testing of questionnaires, gathering ideas and
insights, or forming hypothesis
 Judgemental Sampling
selected based on the judgement of researcher
 Snowball Sampling
select respondent at random. After interviewed, ask
respondent to identify others who are in the target
population of interest
 Quota Sampling
observes the specific characteristics of potential
respondent.
7 sanizah@tmsk.uitm.edu.my 8

2
 Strengths and Weaknesses of
Non-Probability sampling Probability sampling
Technique Strength Weakness
Convenience  Less expensive, • Selection bias,  The items/individuals are selected randomly,
sampling less time, convenient • Not representative of the based on known probabilities
 No need list of pop pop
 Random means the item has an equal chance of being
Judgemental •Less expensive, less time, • Bias due to experts’ selected (unbias)
sampling convenient belief may make sample
unrepresentative  Used when a researcher plans to make
inferences about the population
Quota sampling  Sample can be controlled for • High bias because
certain characteristics sample units not  Advantage
independent
• Time consuming  The sample represent the population
Snowball  Useful in reaching/locating • Selection bias maybe in
Disadvantage
sampling rare populations/characteristic researcher’s clasification
of subjects Sample selected not representative of the population
• Time consuming
sanizah@tmsk.uitm.edu.my 9 sanizah@tmsk.uitm.edu.my 10

 Simple random sampling (SRS) Simple Random Sampling

Item/subject is selected from the population in such a way that each
item have the same chance of being selected as a sample.

How to use simple random sampling:

 STEP 1: Prepare sampling frame
 i.e.: Write everyone's name on a slip of paper or assigned number to List of clients = N
each of the people.

 STEP 2: Select sample by using:

 Lucky draw method
 Table of random numbers
Random sample = n
 Calculator random number generator

Notation: N = population size

n = sample size

sanizah@tmsk.uitm.edu.my 11 sanizah@tmsk.uitm.edu.my 12

3
 Suppose you want Let say we get 2, 5, 8, and Table of random numbers
to select a sample of 4 10. Our sample would then
people look this:
from a group of 12.
204029273215632140
582032154785962024
362333254789120325
985263017424503686

sanizah@tmsk.uitm.edu.my 13 sanizah@tmsk.uitm.edu.my 14

Simple random sampling

Systematic Random Sampling
Procedure:
 Let N = pop size and n = sample size.
 Number units in population from 1 to N.
 Decide on the n that you want or need.
 Let the interval size be k = N/n.
 Randomly select a number from 1 to k. Let
the number be r.
 Take every kth unit until the sample size is
obtained.
(r + k)th, (r + 2k)th, …
sanizah@tmsk.uitm.edu.my 15 sanizah@tmsk.uitm.edu.my 16

4
SYSTEMATIC SAMPLING Systematic Random 1 26 51 76
2 27 52 77
3 28 53 78
Sampling N = 100
4
5
29
30
54
55
79
80
6 31 56 81
7 32 57 82
Suppose you want to select a sample
Want n = 20 8 33 58 83
9 34 59 84
of 4 people from a group of 12 10 35 60 85

STEPS in using systematic sampling:

N/n = 5 11 36 61 86
12 37 62 87
13 38 63 88
1. Find the range k = 12/4 = 3 Select a random number from 1-5: 14 39 64 89
15 40 65 90
chose 4 16 41 66 91
17 42 67 92
2. Select first sample, r using SRS of 18 43 68 93
every 3rd people. Let say you get
Start with #4 and take every 5th unit 19 44 69 94
number 2. 20 45 70 95
21 46 71 96
The samples are 4, 9, 14, 19, 24,… 22 47 72 97
3. Find: 23 48 73 98
i. 2nd element = 2 + 3 = 5 until the 20th sample 24 49 74 99
ii. 3rd element = 2 + (2x3)= 8 25 50 75 100
iii. 4th element = 8 + 3 = 11
sanizah@tmsk.uitm.edu.my 17 sanizah@tmsk.uitm.edu.my 18

Stratified Sampling Stratified Sampling

 Divide the population into several mutually
Example:
A company has a total of 360 exclusive groups (strata) and randomly sample
employees in four different
categories:
from each of these strata
Managers 36  Involves a 2 step process
Drivers 54
Solution: STEP 1:
Administrative Staff 90  Divide population into groups called strata
Production Staff 180
 Note: Elements within each stratum should be

How many from each

homogeneous, whereas the differences between
category should be included strata should be heterogeneous
in a stratified random sample
of size 20 ?
STEP 2:
 Select elements from each stratum by a random
procedure, usually SRS
sanizah@tmsk.uitm.edu.my 19 sanizah@tmsk.uitm.edu.my 20

5
 Stratified Sampling
Cluster Sampling
 The target population is first divided into
List of clients N
subpopulations or clusters.
Malays Chinese Others
 Then a random sample of clusters is selected
based on a probability sampling technique
Strata N1 N2 N3 such as SRS.
 For each selected cluster, all elements are
included in the sample.

n1 n2 n3

sanizah@tmsk.uitm.edu.my 21 sanizah@tmsk.uitm.edu.my 22

Cluster Sampling Strengths and Weaknesses of

1 Population Probability sampling
Techniques Strength Weakness
Simple random Easy to apply and analyze Difficult to obtain
sampling Results can be projected on sampling frame,
population expensive, not
recommended for
3 descriptive research
Systematic Easier to apply than SRS Decrease the no of
sampling respondents if a certain
2 pattern is exist (periodic)
Stratified Includes all important Require accurate
sampling subpopulations, information in each stratum
precision is improved

Cluster Easy to implement, cost Difficult to assign the

sampling effective and work is element in the cluster
reduced Not easy to interpret results

sanizah@tmsk.uitm.edu.my 23 sanizah@tmsk.uitm.edu.my 24

6
 Multi-Stage Sampling
 Designed to reduce time and cost when
working with samples from very large
populations.
 Example:
 Suppose we need a random sample of 2000
residents from the Malaysian population.
 How to choose the sample using multi-stage
sampling?

sanizah@tmsk.uitm.edu.my 25 sanizah@tmsk.uitm.edu.my 26

DATA COLLECTION METHOD Face-to face  A.k.a personal 

Advantage
Allow interviewer to clarify 
Disadvantage
expensive (cost of
interview interview term to respondent travelling
 Interviewer initiate to  have high response rate  error inrecording
get information from  interviewer bias
Face-to-face respondent  use a lot of time

Telephone  the questioned  less expensive than personal  only short question can
Interview interview asked based on interview be asked
prepared  speed of data collection  restricted to respondent
questionnaire who have telephone
Telephone  limited duration
Direct
 
Observation Mail questionnaire

cheapest
easiest 
low response rate
simple question can be
Data collection Direct  no interviewer influence asked
 cover wide area
 respondent has more time to
Questionnaire answer

Indirect Direct observation  not influenced by others’  need a high skilled and
perception unbiased
Others (e-mail;  not effected by the
video record) respondent itself

27 Others  internet Same as mail 28

7
 Designing a questionnaire
 Before you begin drafting your questionnaire, it is important to consider: Questionnaire checklist
 Who is the questionnaire for?
 What is it intending to find out or measure?
i. Objectives of the study
 Guidelines in Designing a questionnaire ii. Answers sought from the study
 Design questions to meet the objective of the research.
 Questionnaires should be short , simple and easy to understand. iii. Variables used in the study
 Begin with simple and less controversial questions.
iv. Methods of data analysis
 Avoid:
 doubt, confusion, and vagueness.
 bias questions. Once the above procedures are understood
 sensitive questions.
 double barrel question. by the researchers, a proper questionnaire
 asking questions that are beyond the respondents' capabilities. can be designed.
 questions that involve calculation.

REFERENCES

1. Laura Lake. Types of Data. resources.jorum.ac.uk

2. http://rchsbowman.wordpress.com/2009/08/16/stati
stics-notes-sampling-techniques-2/
3. http://faculty.elgin.edu/dkernler/statistics/ch01/4-
1.html
4. http://www.encyclopedia.com/video/sYRUYJYOpG0-
stratified-sampling.aspx
5. http://www.cimt.plymouth.ac.uk/projects/mepres/bo
ok9/bk9i18/bk9_18i3.html

sanizah@tmsk.uitm.edu.my 31