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Sampling Strategies

The document discusses different sampling strategies for research including probability sampling techniques like simple random sampling, systematic random sampling, and stratified random sampling. It also discusses non-probability sampling techniques like quota sampling, convenience sampling, purposive sampling, self-selection sampling, and snowball sampling.

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Lori Duca
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21 views

Sampling Strategies

The document discusses different sampling strategies for research including probability sampling techniques like simple random sampling, systematic random sampling, and stratified random sampling. It also discusses non-probability sampling techniques like quota sampling, convenience sampling, purposive sampling, self-selection sampling, and snowball sampling.

Uploaded by

Lori Duca
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Sampling Strategies

Probability Sampling
Units for a sample are selected from the population at random using probabilistic
methods. There are three types of probability sampling technique that you may use: simple
random sampling, systematic random sampling and stratified random sampling.

To get a sense of what these three types of probability sampling technique are, imagine that
a researcher wants to understand more about the career goals of students at a single
university. Let's say that the university has roughly 10,000 students. These 10,000 students
are our population (N). Each of the 10,000 students is known as a unit. In order to select a
sample (n) (the sample you will use for your research) of students from this population of
10,000 students, we could choose to use simple random sampling, systematic random
sampling and stratified random sampling:

Simple random sampling


With simple random sampling, there is an equal chance (probability) that each of the 10,000
students could be selected for inclusion in our sample. If our desired sample size was
around 200 students, were would select 200 students at random, probably using random
number tables. To create a simple random sample, there are six steps: (a) defining the
population; (b) choosing your sample size; (c) listing the population (your list); (d) assigning
numbers to the units; (e) finding random numbers; and (f) selecting your sample.

Systematic random sampling


Systematic random sample is a variation on the simple random sample. Like simple random
sampling, there is an equal chance (probability) that each of the 10,000 students could be
selected for inclusion in our sample. Whilst you typically use random number tables to
select the first unit for inclusion in your sample, the remaining units are selected in an
ordered way (e.g., every 9th student). To create a systemic random sample, there are seven
steps: (a) defining the population; (b) choosing your sample size; (c) listing the population;
(d) assigning numbers to cases; (e) calculating the sampling fraction (what order you will be
selecting participants in); (f) selecting the first unit; and (g) selecting your sample.

Stratified random sampling


Unlike the simple random sample and the systematic random sample, sometimes we are
interested in particular strata (meaning groups) within the population (e.g., males vs.
females; houses vs. apartments, etc.). With the stratified random sample, there is an equal
chance (probability) of selecting each unit from within a particular stratum (group) of the
population when creating the sample. To create a stratified random sample, there are seven
steps: (a) defining the population; (b) choosing the relevant stratification; (c) listing the
population; (d) listing the population according to the chosen stratification; (e) choosing
your sample size; (f) calculating a proportionate stratification; and (g) using a simple random
or systematic sample to select your sample.
Non-probability Sampling
Units for a sample are selected based on the subjective judgement (not representative
) of the researcher, rather than random selection (i.e., probabilistic methods). To get a
sense of what these types of non-probability sampling technique are, imagine that a
researcher wants to understand more about the career goals of students at a single
university. Let's say that the university has roughly 10,000 students. These 10,000
students are our population (N). Each of the 10,000 students is known as a unit. In
order to select a sample (n) of students from this population of 10,000 students, we
could choose to use quota sampling, convenience sampling, purposive sampling, self-
selection sampling and snowball sampling:

Quota sampling
With proportional quota sampling, the aim is to end up with a sample where the strata
(groups) being studied (e.g., males vs. females students) are proportional to the population
being studied. If we were to examine the differences in male and female students, for
example, the number of students from each group that we would include in the sample
would be based on the proportion of male and female students amongst the 10,000
university students. There are three steps: (a) choosing the relevant stratification and
dividing the population accordingly; (b) calculating a quota for each stratum; and (c)
continuing to invite cases until the quota for each stratum is met.

Convenience sampling
A convenience sample is simply one where the units that are selected for inclusion in the
sample are the easiest to access. In our example of the 10,000 university students, if we
were only interested in achieving a sample size of say 100 students, we may simply stand at
one of the main entrances to campus, where it would be easy to invite the many students
that pass by to take part in the research.

Purposive sampling
Purposive sampling, also known as judgmental, selective or subjective sampling, reflects a
group of sampling techniques that rely on the judgement of the researcher when it comes
to selecting the units (e.g., people, cases/organisations, events, pieces of data) that are to
be studied. These purposive sampling techniques include maximum variation sampling,
homogeneous sampling, typical case sampling, extreme (or deviant) case sampling, total
population sampling and expert sampling. Each of these purposive sampling techniques has
a specific goal, focusing on certain types of units, all for different reasons. The different
purposive sampling techniques can either be used on their own or in combination with
other purposive sampling techniques. The main goal of purposive sampling is to focus on
particular characteristics of a population that are of interest, which will best enable you to
answer your research questions. The sample being studied is not representative of the
population, but for researchers pursuing qualitative or mixed methods research designs,
this is not considered to be a weakness. Rather, it is a choice, the purpose of which varies
depending on the type of purposing sampling technique that is used. For example, in
homogeneous sampling, units are selected based on their having similar characteristics
because such characteristics are of particular interested to the researcher. By contrast,
critical case sampling is frequently used in exploratory, qualitative research in order to
assess whether the phenomenon of interest even exists (amongst other reasons).

Self-selection sampling
Self-selection sampling is appropriate when we want to allow units or cases, whether
individuals or organisations, to choose to take part in research on their own accord. The key
component is that research subjects (or organisations) volunteer to take part in the research
rather than being approached by the researcher directly. The self-selection sample involves
two simple steps: (a) publicising your need for units (or cases); and (b) checking the
relevance of units (or cases) and either inviting or rejecting them.

Snowball sampling
Snowball sampling is particularly appropriate when the population you are interested in is
hidden and/or hard-to-reach. These include populations such as drug addicts, homeless
people, individuals with AIDS/HIV, prostitutes, and so forth. To create a snowball sample,
there are two steps: (a) trying to identify one or more units in the desired population; and
(b) using these units to find further units and so on until the sample size is met.

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