What is Sampling ?

Sampling is a process in which the fixed numbers of observations are taken randomly from a larger
population. A technique which is fundamental for behavioral research is known as sampling and
without using it, research work is not possible. It is impracticable and Impossible to study the whole
population due to practical limitations of cost, time and other factors that are indispensable and
operative in studying the whole population. For the sole reason of making the research findings
economical and accurate, the concept of sampling has been introduced.

For example, for taking decision about to purchase or not to purchase the fruits, a fruit merchant
inspects randomly only a few of them rather than examining each and every fruit. The important
objective of sampling is to obtain maximum information of the population under study using
minimum of money. labour and time.

Sampling in Research :

A definite plan to obtain a sample from the sampling frame is sample design. The method or
technique which is adopted by the researcher in selecting the units of sampling from the population
is called sampling design.

The basis for selecting a sample survey is the framework or road-map which is called sample design
and it affects other important aspects of the survey. For obtaining some type of relevant information
using survey. researchers execute it for some population, or universe. The sampling frame must be
defined in such a way that it represents the population of interest out of which a sample is to be
drawn at random. This sampling frame should be either identical to the population or may be a part
of it. The sampling frame can be indirectly related to the population subject to some under coverage
(e.g., the population is preschool children and the frame is a listing of preschools). The design of the
sample may be simple or complex which provides the fundamental plan and methodology for the
selection of the sample.

Definitions of Sampling

According to Davis S. Fox :

"In the social science, it is not possible to collect data from every respondent relevant to our study
but only from some fractional part is called sampling".

According to Cocharn :

"In every branch of science we lack the resources, to study more than a fragment of the phenomena
that might advance our knowledge". In this definition a fragment is the sample and phenomena is
the population.
METHODS OF SAMPLING 2. Also, there is no guarantee that different items of the universe are proportionately represented.

The method of collecting data from a population, regarding a sample on a group of items and *Random Sampling is sometimes confused with Haphazard Sampling. But, it is not Haphazard
examining it to draw out some conclusion, is known as Sample Method. This method is even used in Sampling. There is a difference between these two sampling methods.
the day-to-day lives of people. For example, a cook takes a spoon of pulses to check whether the
*Random Sampling works with the rules of sampling. However, Haphazard Sampling does not work
whole pulse is evenly cooked. The sampling method of collecting data is suitable for a large
with the rules of sampling.
population and when the investigator does not require a high level of accuracy. It is also preferred by
investigators when they do not need an intensive examination of items. *Also, the random sampling method gives equal chance to each item being selected. However, the
haphazard sampling method does not provide an equal chance for each item.
Methods of Sampling
2. Purposive or Deliberate Sampling
1. Random Sampling
The method in which the investigator himself selects the sample of his choice, which in his opinion is
As the name suggests, in this method of sampling, the data is collected at random. It means that best to represent the universe, is known as Purposive or Deliberate Sampling. It means that the
every item of the universe has an equal chance of getting selected for the investigation purpose. In probability of an item getting selected is not equal as the sample is selected by choice. This method
other words, each item has an equal probability of being in the sample, which makes the method is suitable under situations when there are some items in the universe whose involvement or
impartial. As there is no control of the investigator in selecting the sample, the random sampling selection in the sample is important. For example, If an investigation is about FMCG Companies, then
method is used for homogeneous items. As there is no tool or a large number of people required for the inclusion of companies like Nestle, Hindustan Unilever Ltd., etc., is essential in the sample.
collecting data through random sampling, this method is economical. There are two ways of However, the chances of personal biases in this method of sampling are more, which reduces its
collecting data through the random sampling method. These are the Lottery Method and Tables of credibility.
Random Numbers.

Merits of Purposive or Deliberate Sampling

*Lottery Method: In Lottery Method, the investigator prepares paper slips for each of the items of
the universe and shuffles these slips in a box. After that, some slips are impartially drawn out from 1. The Purposive or Deliberate Sampling Method is flexible, as it allows an investigator to include
the box to obtain a sample. items with special significance in the sample.

*Table of Random Numbers: A Table of Random Numbers has been prepared by a group of
statisticians. In this method of collecting data through random sampling, this table is referred by the 2. The investigator can easily tune the selection of items based on the purpose of the investigation,
investigator to frame a sample. There are many Tables of Random Numbers available from which making it easy for him to perform the analysis.
Tippet’s Table is used by most of the investigators. In this Table, Tippet has used 41,600 figures and
has involved 10,400 numbers with four units in each of the numbers. Now, through this method, the
items available in the universe are first arranged in an order, and then using Tippet’s Table, the 3. It is a very simple technique of collecting data, as the investigator can select the significant items in
investigator selects the required number of items to form a sample. the sample by his choice.
Merits of Random Sampling Method
1. Random Sampling method is economical as the items are selected randomly, which can be done Demerits of Purposive or Deliberate Sampling
by fewer people and with fewer resources.
1. As the investigator can select an item in the sample for the investigation, the probability of
2. Random Sampling method is impartial and free from personal biases, as it randomly selects the personal biases increases.
numbers, and each of the items has an equal probability of getting selected.

3. This method fairly represents the universe through samples.

2. An increase in the probability of personal biases makes the method less reliable for collecting data,
4. It is a straightforward and simple method of collecting data. and the results become doubtful.

Demerits of Random Sampling Method

1. Despite its various advantages, the random sampling method does not give proper weightage to 3. Stratified or Mixed Sampling
some important items of the universe. A sampling method which is suitable at times when the population has different groups with
different characteristics and an investigation is to be performed on them is known as Stratified or

Mixed Sampling. In other words, Stratified or Mixed Sampling is a method in which the population is According to the Systematic Sampling Method of collecting data, different units of the population are
divided into different groups, also known as strata with different characteristics, and from those systematically arranged in numerical, alphabetical, and geographical order. To form a sample, every
strata some of the items are selected to represent the population. The investigator while forming nth term or item of the numbered items is selected. This method is a short-cut method of collecting
strata has to ensure that each of the stratum is represented in a correct proportion. For example, data through the Random Sampling method. For example, if 10 out of 200 people are to be selected
there are 60 students in Class 10th. Out of these 60 students, 10 opted for Arts and Humanities, 30 for investigation, then these are first arranged in a systematic order. After that one of the first 10
opted for Commerce, and 20 opted for Science in Class 11th. It means that the population of 60 people would be randomly selected. In the same way, every 10th person from the selected item will
students is divided into three strata; viz., Arts and Humanities, Commerce, and Science, containing be taken under the sample. In other words, if the first selected person is the 8th person in the order,
10, 30, and 20 students, respectively. Now, for investigation purpose, some of the items will be then the subsequent person selected in the sample would be 18th, 28th, 38th, 48th, ……….198th.
proportionately selected from each of the strata in a way that those items forming a sample
represents the entire population. Besides, an investigator can even select the items from different
strata, unproportionately. Merits of Systematic Sampling

1. Systematic Sampling Method is a simple method of collecting data as the investigator can easily
determine the sample.
Merits of Stratified or Mixed Sampling

1. As different groups of a population with different characteristics are selected in this method of
sampling, it covers a large portion of the characteristics of the population. 2. As the items are arranged in a systematic order, the chances of personal biases are less.

2. Selection of the diverse characteristics of the population makes the comparative analysis of the Demerits of Systematic Sampling
data possible.
1. As the first item of the given population is selected randomly, and then further items are selected
on the basis of the first item, every item of the population does not get an equal chance of getting
selected.
3. The Stratified Method of Sampling offers meaningful and reliable results to the investigator.

2. In case the population has homogeneous items, the method of Systematic Sampling does not
Demerits of Stratified or Mixed Sampling
serve any specific purpose.
1. The Stratified Sampling Method has a limited scope because it is suitable only when the
investigator has complete knowledge of the diverse characteristics of the entire population.
5. Quota Sampling

In the Quota Sampling Method of collecting data, the entire population is divided into different
2. As the population is divided into different strata by the investigator himself, there are chances of
classes or groups. It is done on the basis of the different characteristics of the given population. The
biasness in this step.
investigator fixes some percentages of the different groups with different characteristics of the total
population. After that, he fixes some quota of the items for each of the selected segregated groups.
At last, to form a sample, the investigator has to select a fixed number of items from each of the
3. In the case of a small population, it may be difficult for the investigator to divide the population
segregated groups.
into small strata.

Merits of Quota Sampling

Stratified Sampling Method is also known as Mixed Sampling Method because it is a mixture of both
Purposive Sampling and Random Sampling Method. The population is divided into different strata on 1. The Quota Sampling Method of collecting data is affordable.
purpose; however, the items are selected from different strata, randomly.

Demerits of Quota Sampling

4. Systematic Sampling
1. The chances of personal biases while selecting the items in a sample are high.
2. Personal biases during the selection of items in a sample make the reliability of the results
through investigation questionable.

6. Convenience Sampling

As the name suggests, Convenience Sampling is a method of collecting data in which the investigator
selects the items from the population that suits his convenience. For example, an investigator who
wants to collect data on the average number of females using inductions in the kitchen goes to a
shopping mall and collects information from each of the females visiting there. By doing so, the
investigator is neglecting other females who were not present in the mall that day or did not go to
the mall. This reduces the reliability of the result, as there are other females in the universe who
uses inductions in the kitchen, but were not present in the mall at that time.

Merits of Convenience Sampling

1. The Convenience Sampling Method is the least expensive method of collecting data.

2. It is also the simplest method of collecting data from the population.

Demerits of Convenience Sampling

1. This method is highly unreliable, as the investigator selects the items that suit him, and it is not
possible that every investigator has reliable thinking or purpose of investigation. Besides, different
investigators have different perspectives.