Sampling Approaches and

Chapter 8 Considerations

Learning Objectives:
1. Understand the key principles in sampling.
2. Appreciate the difference between the target
population and the sampling frame.
3. Recognize the difference between probability
and non-probability sampling.
4. Describe the different sampling methods.
5. Determine the appropriate sample size.

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 Sampling vs. Census ?
Go On-Line
www.surveysampling.com

A census involves collecting data from all

members of a population.

A sample is a relatively small subset of the

population that is selected to be representative
of the population’s characteristics.

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 Sampling Design Process

The sampling design process involves

answering three questions:
1. Should a sample or a census be used?
2. If a sample, then which sampling
approach is best?
3. How large a sample is necessary?

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 To obtain a representative
sample . . . .

Steps to follow:

1. Define the target population.

2. Choose the sampling frame.

3. Select the sampling method.

4. Determine the sample size.

5. Implement the sampling plan.

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 Representative Sample

A representative sample mirrors the

characteristics of the population and
minimizes the errors associated with
sampling.

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 Target Population

. . . the complete group of objects or

elements relevant to the research
project. They are relevant because
they possess the information the
research project is designed to
collect.

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 Sampling Unit

. . . . elements or objects available for

selection during the sampling process are
known as the sampling unit.

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 Sampling Frame

. . . . as complete a list as possible of

all the elements in the population from
which the sample is drawn.

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 The sampling frame often is flawed because . . .

It may not be up to date.

It may include elements that do not belong
to the target population.
It may not include elements that do belong
to the target population.
It may be compiled from multiple lists and
contain duplicate elements.

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 Sampling Methods

Go On-Line
www.svys.com

Probability

Non-Probability

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 Probability vs. Non-Probability Sampling

Go On-Line
www.surveysystem.com/sscalc.html

Probability = each element of the population has a

known, but not necessarily equal, probability of being
selected in a sample.

Non-Probability = not every element of the target

population has a chance of being selected because
the inclusion or exclusion of elements in a sample is
left to the discretion of the researcher.

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of Business Research, Wiley, 2003.
 Types of Sampling Methods

Probability Non-Probability
Simple Random Convenience
Systematic Judgment
Stratified Snowball/Referral
Cluster Quota
Multi-Stage

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 Simple Random Sampling

. . . . a sampling method in which each

element of the population has an equal
probability of being selected.

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 Systematic Sampling

. . . a process that involves

randomly selecting an initial
starting point on a list, and
thereafter every nth element in
the sampling frame.

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 Stratified Sampling

. . . requires the researcher

to partition the target
population into relatively
homogeneous subgroups that
are distinct and non-
overlapping.

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 Two Types of Stratified Sampling

Proportionate = the number of elements chosen

from each of the strata is proportionate to the size of
a particular strata relative to the overall sample size.

Disproportionate = the number of elements chosen

from each of the strata is not based on the size of the
stratum relative to the target population size, but
rather is based either on the importance of a
particular stratum or its variability.

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 Cluster Sampling

. . . a form of probability
sampling in which the
relatively homogeneous
individual clusters where
sampling occurs are chosen
randomly and not all
clusters are sampled.

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 Multi-Stage Cluster Sampling

Cluster sampling involves dividing the

population into clusters and randomly
selecting a pre-specified number of
clusters and then either collecting
information from all the elements in each
cluster or a random sample. With multi-
stage cluster sampling the same process
is completed two or more times.

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 Convenience Sampling

. . . involves selecting sample

elements that are most readily
available to participate in the
study and who can provide the
required information.

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 Judgment Sampling

. . . a form of convenience sampling,

sometimes referred to as a
purposive sample, in which the
researcher’s judgment is used to
select the sample elements.

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 Quota Sampling

. . . . similar to proportionately stratified

random sampling but the selection of
the elements from the strata is done on
a convenience basis.

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 Snowball Sampling

. . . also called a referral sample, the initial

respondents typically are chosen using
probability methods and these respondents
then identify others in the target
population.

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 Determining sample size involves achieving a
balance between several factors:

• The variability of elements in the target population.

• The type of sample required.
• Time available.
• Budget.
• Required estimation precision.
• Whether findings will be generalized.

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 Three decisions to make when statistical
formulas are used to determine sample size:

1. The degree of confidence

(often 95%).
2. The specified level of precision
(amount of acceptable error).
3. The amount of variability
(population homogeneity).

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 Sampling Approaches and
Considerations

Go On-Line
http://random.mat.sbg.ac.at/links

How would this website be useful to

business researchers?

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