SAMPLING

The Sampling Design Process

Define the
Population
Determine the Sampling
Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process

Populatio
n

The target population is the collection of elements or objects

that possess the information sought by the researcher and
about which inferences are to be made. The target
population should be defined in terms of elements, sampling
units, extent, and time.
An element is the object about which or from which the
information is desired, e.g., the respondent.
A sampling unit is an element, or a unit containing the
element, that is available for selection at some stage of the
sampling process.
Extent refers to the geographical boundaries.
Time is the time period under consideration.

Sample
A portion of the population that represents population
characteristics is called as sample. They are the subset
of the population that should represent the entire
population. They have similar characteristics of
population

Sampling
Process of separating the representative part from population
is known as sampling. The method of selecting a specified
portion, called a sample, from a population, from which
information concerning the whole can be inferred.

Population Size:
Size Total number of elements in
population

Element: Individual member of population

Sample:
Sample Representative part of the populations
Sample Size:
Size Total number of elements selected
from population.

Subject:
Subject Individual member of sample

Categorization of Sampling method

There are two categories of sampling method.
Probability based:
All those sampling methods in which each and every
member of the population gets an equal chance to become
the part of the sample.
Non probability based:
In non-probability based sampling methods each and every
member from the population does not get an equal chance
of being selected in the sample.

Probability based sampling

methods
Sampling procedure in which each and
every element of population has a fixed
probabilistic chance of being selected
for the sample.

 Simple Random Sampling

(Unrestricted)
Complex Random Sampling (restricted)
Systematic Sampling
Stratified Random Sampling
Cluster Sampling
Area Sampling
Double Sampling

Simple random Sampling

Method
With simple random sampling, the
probability of selection into the sample
is known and equal for all members
of population. Sample is selected in such
a way that every element of the
population has a known and equal
chance of being chosen for the sample.
Also called random sample. The sample
is selected from the entire population i.e.
without dividing respondents into
groups.

 This implies that every number is selected

independently of every other element. This
method is equivalent to a lottery system.
Eg: A lucky draw.
Simple random sampling is also known as
unrestricted sampling.

Systematic:
A probability sampling technique in which the sample is chosen
by selecting a random starting point and then picking every nth
element in succession from the sampling frame.

Eg: pick 3, Then 6 ,9,12,15,18

Using Telephone Dictionary for marketing

purposes.

Stratified Sampling
Method
A probability sampling technique that uses two step
process to partition into subpopulation, or strata .
samples are selected from each stratum by a
random procedure.
Probability samples that force sample to be more
representative of the population. It is obtained by
dividing the population into groups called strata,
then simple random samples are taken from each of
the strata. It can be done in two ways:
Proportionate & Disproportionate.

 Stratified random sampling show

more homogeneity within group and
heterogeneity across group.
Finance
Marketing
HR
Entrepreneurship.

Proportionate: (Based on
relationship)

Size:
Group size matters a lot.The bigger
the size of the strata the more you
select, the smaller the size of strata
the less you select.

Variance:
It depends on the differences that
exists in a group. More the difference
more you select, the less the
difference less you select.

Steps Involved in Stratified Sampling

1. Divide the population into stratas or groups.

2. Identify the population in each strata.
3. Select the number of respondents either
proportionately or disproportionately.
4. Select final respondents by applying simple
random sampling method

 Selecting Numbers of Respondents by Proportionate

Proportionate ( Size )
Larger the size of the group the more we select, the smaller
the size of strata the less we select.
60 students

Strata-1

Male

10%

100 students: 10%

Total Population

Strata-2

40 students

Female

10%

10

 Selecting Numbers of Respondents by Proportionate

Proportionate ( Variance )
More the difference in a group more we select the less the
differences in a group the less we select.
60 students

Male
Strata-1
100 students

Here the differences in strata-2 are more than strata-1 and the

Total Population

relationship is 1:2 so for every one respondent from strata-1

well select two respondents from strata-2 untill the desired
sample size is achieved

Strata-2

40 students

Female
d

Disproportionate
It is the sampling done without any
relationship. Here importance formula is used
because the strata size doesnt reflect the
relative proportions of the population. It
depends on the own judgment of the
researcher about the importance of each of the
strata for the research. You choose the desired
sample size according to your judgment
about the importance of the strata in the
research.

In this type the Respondent are selected on the Judgment

of the Researcher. Researcher decide which group is more
important
60 students

Strata-1

Male

100 students

Here the researcher thinks that both the strata

Total Population

are equally important for the research.

Strata-2

40 students

Female

Cluster Sampling Method

Population is divided into internally heterogeneous
subgroups. Some are randomly selected for further
study.
Advantages:
Lowest cost per sample especially with
geographical clusters.
Easy to do without a population list.
Disadvantages:
Often lower statistical efficiency ( more error) due to
subgroups being homogenous rather than being
heterogeneous.

 cluster samples offer more heterogeneity within

group and more homogeneity among groups.
Afghans
Nagarkhar
Kabul
Laghman
Qandhar.

Double Sampling
Selecting a sample for the second
time for the same study.
Already some information is
collected, further information is
needed for more explanation.

Area Sampling
The Area sampling constitutes on the
basis of geographical clusters.

Area Sampling
DHA

DHA
Phase 1

DHA
Phase 2

DHA
Phase 3

DHA
Phase 4

Khayaban

Khayaban

Khayaban

Khayaban

Street 1 Street 2

Street 1 Street 2

Street 1 Street 2 Street 1 Street 2

Non probability based

Sampling methods
In non-probability based sampling
methods each and every member from
the population does not get the equal
chance of being selected in the sample.
It rely on the personal judgment or
convenience of the researcher.
Less generalize
Quick Response

 Non-Probability Sampling
Convenience Sampling
Snow Ball
Purposive Sampling
judgment Sampling
Quota Sampling

Convenience

Convenience samples are sample drawn at the convenience of

the researcher. According to most convenient location, time,
etc respondents are selected. Convenience sampling may
misrepresent the population.
A sampling procedure that leaves the selection of respondents
totally to the field researcher, with no quotas or qualifications
imposed. It consists of those units of the population that are
easily accessible.

Snow ball
Snowball sampling is commonly used when it is difficult to
identify members of the desired population. Make contact
with one or two respondents in the population. Ask these
new respondents to identify further new respondents and
so on. And this process of obtaining data by initial
respondent ,and then from referral to referral is called as snow
ball.
E.g: Giving the questionnaire to the students who know other
students of their batch and then asking them to identify other
student whom they know.

Judgment
Judgement sampling is a form of nonprobability sampling in which the population
elements are selected based on the judgment
of the researcher.
In judgment sampling researcher uses his/
her own educated guess or judgment to
identify who will be in the sample.
Only limited people have such information.
For Example: Glass Ceiling

Quota
The quota sample establishes a specific quota or
percentage for various types of individuals to be
interviewed.
The size of the quota are determined by the
researchers belief for relative size of each class of
respondent in the population. Often, quota
sampling is used as means of ensuring
convenience sample size
Quota Sampling is proportionate stratified
sample with convenience based selection.

Quota sampling may be viewed as two-stage restricted

judgmental sampling.
The first stage consists of developing control categories,
or quotas, of population elements. (Strata)
In the second stage, sample elements are selected
based on convenience or judgment having specific
proportion (Proportionate)
Population Sample
composition composition
Control
Characteristic
Sex
Male
Female

Percentage Percentage
480
520
____
1000

48
52
____
100

Strength and weakness of sampling

techniques

Convenience
Sampling
Judgmental
Sampling
Quota
sampling
Snow Ball
sampling

strength

weakness

Least expensive, least time

consuming, most convenient

Selection biasness, sample is

not representative of (P)

Low cost, convenient , less

time consuming

Doesnt allow generalization,

subjective instead of objective

Sample can be controlled

from certain characteristics.

Selection bias, no assurance

of representative.

Can estimate rare

characteristics

Time consuming

Strength and weakness of sampling

techniques
Simple

Strength

Weakness

Easily understood,results are

projectable

Difficult to construct sampling

frame, expensive, lower
precision, no assurance of
representative

Can increase representative

ness, easier to implement, than
Srs, Sampling frame not
necessary.

Can decrease representative

Includes all important

subpopulation, precision.

Difficult to select relevant

stratification variable,
expensive,not feasible to
verify many variables.

Cost effective ,
easy implement

Low statistical efficiency

Random

Systematic
sampling

Stratified
sampling
Cluster
sampling

Sample vs. Census

Factors to determine sample

size
1. Cost
2. Time
3. Importance of decision
4. Reliability requirements
5. Population size
6. Nature of the problem
7. Diversity of population

Sample Sizes Used in

Research Studies

T
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