TYPES

OF
SAMPLE
DESIGNS
16/PCMA/524
 SAMPLE DESIGNS
(BASIS OF CLASSIFICATION)

Representation basis
Probability Sampling
Non-Probability Sampling

Element selection technique

Restricted Sampling
Unrestricted Sampling
 PROBABILITY SAMPLING
Any method of sampling that utilizes some form of random selection.
Different units have equal probabilities.
Random sampling or chance sampling.
ADVANTAGES
Cost-Effective.
Comparatively easier way of sampling.
Less time consuming.
Can be done even by non- technical persons.
DISADVANTAGES
Chances of selecting specific class of samples only.
Redundant and monotonous work.
 SIMPLE
RANDOM
SAMPLING
 That method of sample selection which gives each possible sample combination an
equal probability of being picked up and each item in the entire population to have
an equal chance of being included in the sample.

Applicable when population is small, homogeneous and readily available.

Fair way of selecting a sample.

EXAMPLE
 STEPS IN RANDOM SAMPLING

Developing Assign each unit a

Define population
sampling frame number

Randomly select
the required
Get the samples
amount of random
numbers
REPRESENTATIVE SAMPLING
 A representative sample is a small quantity of
something that accurately reflects the larger entity.
By 16/PCMA/527
 SYSTEMATIC SAMPLING
Systematic random sampling is the sampling method where out of the
target population , samples is collected in a systematic manner rather
than use random tables or computer to select your sample .

Selection of samples are from an ordered sampling frame in which every

nth name from the list may be selected to be included in the sample list.

This is also called as interval sampling, there is a gap or interval between

each selected unit in the sampling technique.
 SAMPLING INTERVAL
The interval between the sample, is called the sampling
Where
interval, is calculated by dividing the population size by the
k = sampling
desired sample size.interval
N= total population
n = desired sample size
k= N/n
an 'every kth' sample, also referred to as
'sampling with a skip of k'.
 SYSTEMATIC SAMPLING
The process of obtaining the systematic sample is much like an
Despite the sample population being selected in advance,
arithmetic progression where the difference between any two
systematic sampling is still thought of as being random even
consecutive number is the same.
if the periodic interval is determined beforehand and the
starting point is random.
 ADVANTAGES
It can be taken as an improvement over a simple random sample
in as much as the systematic sample is spread more evenly over
the entire population.

It is an easier and less costly method of sampling and can be

conveniently used even in case of large populations.
 DISADVANTAGES
If there is a hidden periodicity in the population, systematic
sampling will prove to be an inefficient method of sampling.
STRATIFIED SAMPLING

Stratified sampling refers to the sampling designs where the

heterogeneous population is partitioned Into several
homogeneous subpopulations and sample draws are made
independently across each subpopulation.
 STRATIFIED SAMPLING

These homogeneous subpopulations are called strata, groups or

layers etc..
 STRATIFIED SAMPLING

the process of grouping

members of the population
into relatively
homogeneous subgroups
before sampling is called
Stratification.
 PROPORTIONATE
STRATIFIED SAMPLING
Under this type of
stratification sample the
sizes of the samples from
the different strata are kept
proportional to the sizes of
the strata.
 DISPROPORTIONATE
STRATIFIED SAMPLING

Under this type of stratification sample the sizes of the

samples from the different strata are not proportional to the
sizes of the strata
 ADVANTAGES

Stratified random sampling is superior to simple random

sampling because the process of stratifying reduces sampling error
and ensures a greater level of representation.

stratified random sampling adequate representation of all subgroups

can be ensured.
 DISADVANTAGES

The application of stratified random sampling requires the

knowledge of strata membership a priori. The requirement to be able
to easily distinguish between strata in the sample frame may create
difficulties in practical levels.

Research process may take longer.

Its more expensive due to the extra stage in the sampling procedure.
By 16/PCMA/509
 Often used in marketing research.

With cluster sampling, the researcher divides the population into

separate groups, called clusters. (eg.,) randomly selecting 20
hospitals from a list of all hospitals in England.

Then, a simple random sample of clusters is selected from the

population.

Cluster sampling is only practical way to

sample in many situations.
EXAMPLE:

Neighborhoods
School district
Schools
Classrooms
 EXAMPLE
POPULATION ELEMENT OF CLUSTERS
POSSIBLE CLUSTERS IN THE
UNITED STATES
U.S. adult population States
Countries
Households
Metropolitan Statistical Area
Census tracts
Blocks
Sports fans
Football stadiums
Basketball arenas
Baseball parks
 Advantages:
Cheap, quick and easy.
Very useful when populations are large and spread over a large
geographic region
Convenient and expedient
Do not need the names of everyone in the population
Cuts down on the cost of preparing a sampling frame.
This can reduce travel and other administrative costs.
Economically more efficient than simple random.
Easy to do without list.
 Disadvantages
Representation is likely to become an issue

Sampling error is higher for a simple random sample of same size.

The cost to reach an element to sample is very high.

Each stage in cluster sampling introduces sampling error-the more stages there
are, the more error there tends to be.
 Two types of cluster sampling
Two types of cluster sampling methods.
ONE-STAGE SAMPLING -All of the elements within
selected
clusters are included in the
sample.
TWO-STAGE SAMPLING-A subset of elements within
selected clusters are
randomly selected for
inclusion in the sample.
 MULTISTAGE SAMPLING
Multi-stage sampling - (also known as multi-stage cluster
sampling)

More complex form of cluster sampling which contains two

or more stages in sample selection.

In simple terms, in multi-stage sampling large clusters of

population are divided into smaller clusters in several stages
in order to make primary data collection more manageable.
 APPLICATION OF MULTI-STAGE SAMPLING:
Contrary to its name, multi-stage sampling can be easy to apply in
business studies. Application of this sampling method can be divided into
four stages:

1.Choosing sampling frame, numbering each group with a unique number

and selecting a small sample of relevant discrete groups.

2.Choosing a sampling frame of relevant discrete sub-groups. This should

be done from relevant discrete groups selected in the previous stage.

3.Repeat the second stage above, if necessary.

4.Choosing the members of the sample group from the sub-groups using
some variation of probability sampling.
Lets illustrate the application of the stages above using a specific example.
Your research objective is to evaluate online spending patterns of households in the US
through online questionnaires. You can form your sample group comprising 120
households in the following manner:

1.Choose 6 states in the USA using simple random sampling (or any other probability
sampling).
2.Choose 4 districts within each state using systematic sampling method (or any other
probability sampling).
3.Choose 5 households from each district using simple random or systematic sampling
methods. This will result in 120 households to be included in your sample group.
ADVANTAGES OF MULTI-STAGE SAMPLING

Effective in primary data collection from geographically

dispersed. population when face-to-face contact in required
(e.g. semi-structured in-depth interviews)

Cost-effectiveness and time-effectiveness.

High level of flexibility.

DISADVANTAGES OF MULTI-STAGE SAMPLING
Research findings can never be 100%
representative of population.
The presence of group-level information is
required.
NON PROBABILITY
SAMPLING
By 16/pcma/501
 MEANING

Non random or non probability sampling refers to the

sampling process in which, the samples are selected for a
specific purpose with a pre- determined basis of selection.

Involves non-random methods in the selection of elements in

which not all have equal chances of selecting.

No assurance can be given that each time has a chance of

being included as sample
Advantages and disadvantages of non probability
sampling
A major advantage with non-probability sampling is that compared to
probability sampling its very cost- and time-effective. Its also easy to
use and can also be used when its impossible to conduct probability
sampling (e.g. when you have a very small population to work with).

One major disadvantage of non-probability sampling is that its impossible

to know how well you are representing the population.
 Plus, you cant calculate confidence intervals and margins of error. This is
the major reason why, if at all possible, you should consider probability
sampling methods first.

Many specific advantages and disadvantages exist for different types of

non-probability sampling. Youll find more information about each method
below.
TYPES OF NON-PROBABILITY SAMPLING

CONVENIENCE,
SNOWBALL SAMPLING
JUDGMENTAL SAMPLING
QUOTA SAMPLING
Convenience Sampling
Convenience Sampling
Convenience sampling is commonly known as unsystematic,
accidental or opportunistic sampling.

In Convenience sampling a sample is selected according to the

convenience of the investigator.

A convenience sample is simply one where the units that are

selected for inclusion in the sample are the easiest to access.

Members of the population are chosen based on their relative

ease of access.
Convenience sampling may be used in the following cases:

When universe is not well defined

When sampling unit is not clear

When complete list of source

is not available.
 Advantages

Saves time money and effort.

Easy data collection through a known group or class

Disadvantages

No accurate way to assess representatives of samples.

Possible restrictions of generalization about the study

findings.
SNOWBALL SAMPLING
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SNOWBALL SAMPLING

Snowball sampling is particularly appropriate when the

population you are interested in is hidden or hard-to-reach.
These include populations such as drug addicts, homeless
people, individuals with AIDS/HIV.

The first respondent refers an acquaintance. The friend also

refers a friend, and so on. Such samples are biased because
they give people with more social connections an unknown but
higher chance of selection, but lead to higher response rates.
 Advantages of Snowball Sampling

It is cheap, simple and cost effective.

This sampling technique needs little planning compared to

other sampling.
Disadvantages of snowball sampling

Researcher has no idea of true distribution of population of sample.

A time consuming process.

Judgmental sampling
Judgmental sampling
Judgmental sampling is more commonly known as purposive sampling.

In this type of sampling, subjects are chosen to be part of the sample

with a specific purpose in mind. With judgmental sampling.

This is the reason why they are purposively chosen as subjects.

 Advantages

Samples are chosen well, based on a certain criterion.

There is assurance of quality responses.

 Disadvantages:

Biased selection of samples may occur.

Time consuming process

Quota Sampling
Quota Sampling
In this method the sample size is determined first and then quote is fixed
for various categories of population

With proportional quota sampling, the aim is to end up with a sample where
the groups being studied (e.g., males vs. females students)
are proportional to the population being studied.
 Advantages
It gives a better representation of certain groups

It saves money when time is an issue

It is quick and easy to arrange.

 Disadvantages

It impossible to detect a potential sampling error.

Does not allow much variety

Time consuming