SAMPLING TECHNIQUES

What is a sampling technique

Sampling is a technique of selecting individual members or a subset of the
population to make statistical inferences from them and estimate the
characteristics of the whole population.

Types of sampling: sampling methods

Sampling in market research is of two types – probability sampling and non-
probability sampling.

Probability sampling:
Probability sampling is a sampling technique where a researcher selects a few
criteria and chooses members of a population randomly. All the members have an
equal opportunity to participate in the sample with this selection parameter.
Non-probability sampling:
In non-probability sampling, the researcher randomly chooses members for
research. This sampling method is not a fixed or predefined selection process.
This makes it difficult for all population elements to have equal opportunities to
be included in a sample.

Types of probability sampling

Probability sampling is a technique in which researchers choose samples from a
larger population based on the theory of probability. This sampling method
considers every member of the population and forms samples based on a fixed
process.

For example, in a population of 200 members, every member will have a 1/200
chance of being selected to be a part of a sample. Probability sampling eliminates
sampling bias in the population and allows all members to be included in the
sample.

There are four types of probability sampling techniques:

Types of probability sampling

Simple random sampling:
In a simple random sample, every member of the population has an equal chance
of being selected. Your sampling frame should include the whole population.
To conduct this type of sampling, you can use tools like random number
generators or other techniques that are based entirely on chance.
Example Of Simple random sampling
You want to select a simple random sample of 100 employees of a social media
marketing company. You assign a number to every employee in the company
database from 1 to 100, and use a random number generator to select 10
numbers.
Advantages
 Easy to implement.
 Each member of the population has an equal chance of being chosen.
 Free from bias.
Disadvantages
 If the sampling frame is large random sampling may be impractical.
 A complete list of the population may not be available.
 Minority subgroups within the population may not be present in sample.

Cluster sampling:
Cluster sampling is a method where the researchers divides the entire population
into sections or clusters representing a population. Clusters are identified and
included in a sample based on demographic parameters like age, sex, location,
etc. This makes it very simple for a survey creator to derive effective inferences
from the feedback.
For example, The company has offices in 10 cities across the country (all with
roughly the same number of employees in similar roles). You don’t have the
capacity to travel to every office to collect your data, so you use random sampling
to select 3 offices – these are your clusters.
Advantages
 Cuts down the cost and time by collecting data from only a limited number
of groups.
 Can show grouped variations.
Disadvantages
 It is not a genuine random sample.
 The sample size is smaller and from thus the sample is likely to be less
representative of the population.

Systematic sampling:
Systematic sampling is similar to simple random sampling, but it is usually slightly
easier to conduct. Every member of the population is listed with a number, but
instead of randomly generating numbers, individuals are chosen at regular
intervals.
Example: Systematic sampling
All employees of the company are listed in alphabetical order. From the first 10
numbers, you randomly select a starting point: number 6. From number 6
onwards, every 10th person on the list is selected (6, 16, 26, 36, and so on), and
you end up with a sample of 100 people.
If you use this technique, it is important to make sure that there is no hidden
pattern in the list that might skew the sample.
Advantages
  Easy to select.
 Identified easily.
 Evenly spread over the entire population.
Disadvantages
 May be biased where the pattern used for the samples coincides with a
pattern in the population.

Stratified random sampling:

Stratified sampling involves dividing the population into subpopulations that may
differ in important ways. It allows you draw more precise conclusions by ensuring
that every subgroup is properly represented in the sample.
To use this sampling method, you divide the population into subgroups (called
strata) based on the relevant characteristic (e.g., gender identity, age range,
income bracket, job role).
Based on the overall proportions of the population, you calculate how many
people should be sampled from each subgroup. Then you use random or
systematic sampling to select a sample from each subgroup.
Example: Stratified sampling
The company has 800 female employees and 200 male employees. You want to
ensure that the sample reflects the gender balance of the company, so you sort
the population into two strata based on gender. Then you use random sampling
on each group, selecting 80 women and 20 men, which gives you a representative
sample of 100 people.
Advantages
 Strata can be proportionally represented in the final sample.
 It is easy to compare subgroups.
Disadvantages
 Information must be gathered before being able to divide the population
into subgroups.
Types of non-probability sampling with examples
The non-probability method is a sampling method that involves a collection of
feedback based on a researcher or statistician’s sample selection capabilities and
not on a fixed selection process. In most situations, the output of a survey
conducted with a non-probable sample leads to skewed results, which may not
represent the desired target population. But, there are situations, such as the
preliminary stages of research or cost constraints for conducting research, where
non-probability sampling will be much more useful than the other type.

Four types of non-probability sampling

Convenience sampling:
This method depends on the ease of access to subjects such as surveying
customers at a mall or passers-by on a busy street. It is usually termed as
convenience sampling because of the researcher’s ease of carrying it out and
getting in touch with the subjects. Researchers have nearly no authority to select
the sample elements, and it’s purely done based on proximity and not
representativeness. This non-probability sampling method is used when there are
time and cost limitations in collecting feedback. In situations with resource
limitations, such as the initial stages of research, convenience sampling is used.
For example, startups and NGOs usually conduct convenience sampling at a mall
to distribute leaflets of upcoming events or promotion of a cause – they do that
by standing at the mall entrance and giving out pamphlets randomly.
Advantage
 Cuts down the cost of preparing a sampling frame as it is less time-
consuming.
Disadvantage
 Bias, as it is does not represent the population well.
Judgmental or purposive sampling:
Judgmental or purposive samples are formed at the researcher’s discretion.
Researchers purely consider the purpose of the study, along with the
understanding of the target audience. For instance, when researchers want to
understand the thought process of people interested in studying for their
master’s degree. The selection criteria will be: “Are you interested in doing your
masters in …?” and those who respond with a “No” are excluded from the
sample.
Advantages
 You can take advantage of numerous qualitative research designs.
Researchers are able to draw upon a wide range of qualitative research
designs when their focus is on purposive sampling.
 There is still an opportunity to create generalizations from the data.
Although you cannot extrapolate information from the targeted group to
make generic claims about an entire population, the various purposive
sampling techniques do provide researches with the justification to make a
generalization from their sample.
 Purposive sampling can involve multiple phases. Not only can purposive
sampling involve multiple phases for researchers, but it can also have each
phase build upon the previous one. Even though this usually means a
different type of technique is necessary at the start of each phase, this
process is useful because it offers a wider range of non-probability sampling
opportunities from which a researcher can draw.

Disadvantages
 It provides a significant number of inferential statistical procedures that are
invalid.
 Purposive sampling is highly prone to researcher bias no matter what type
of method is being used to collect data. The idea that a sample is created in
the first place relies on the judgment of the researcher, as well as their
personal interpretation of the data. When the judgments are either poorly
considered or ill-conceived, then this problem becomes a significant
disadvantage that can provide roadblocks in the way of a final result. When
 there is elicitation, accepted criteria, or a theoretical framework in place,
then this issue is minimized.
 It may be challenging to defend the representative nature of a sample.
Researchers must provide evidence that the judgment used to select the
various units or individuals in the purposive sampling was appropriate for
the processed used.

Snowball sampling:
Snowball sampling is a sampling method that researchers apply when the subjects
are difficult to trace. For example, surveying shelterless people or illegal
immigrants will be extremely challenging. In such cases, using the snowball
theory, researchers can track a few categories to interview and derive results.
Researchers also implement this sampling method when the topic is highly
sensitive and not openly discussed—for example, surveys to gather information
about HIV Aids. Not many victims will readily respond to the questions. Still,
researchers can contact people they might know or volunteers associated with
the cause to get in touch with the victims and collect information.
Advantages
 It’s quicker to find samples ie Referrals make it easy and quick to find
subjects as they come from reliable sources.
 This method is cost effective as the referrals are obtained from a primary
data source.
Disadvantages
 This Sampling technique is not free from bias and margin of error i.e Since
people refer those whom they know and have similar traits, this sampling
method can have a potential sampling bias and margin of error.
 Lack of cooperation: There are fair chances even after referrals, people
might not be cooperative and refuse to participate in the research studies.

Quota sampling:
In Quota sampling, members in this sampling technique selection happens based
on a pre-set standard. In this case, as a sample is formed based on specific
attributes, the created sample will have the same qualities found in the total
population. It is a rapid method of collecting samples.
Advantages
 Saves time Because of the involvement of a quota for sample creation, this
sampling process is quick and straightforward.
 Saves money because The budget required for executing this sampling
method is minimalistic.
 Accurate representation of the population of interest: Researchers
effectively represent a population using this sampling technique. There is
no room for over-representation as this sampling technique helps
researchers to study the population using specific quotas.
Disadvantages
 Quota sampling doesn’t use random selection and the researcher decides
who is included in the sample so it can lead to selection bias.
 It is not always possible to divide the population into mutually exclusive
groups. Specifically, people may belong to more than one group. There are
times when people cannot be clearly categorised, which impacts the data
collection process.
 As only specific characteristics of the population are taken into account
when you stratify your sample into subgroups, inaccuracy is very possible.
For example, a study with subgroups of gender identity and income may
not accurately represent other traits like age, ethnicity, or location in the
final sample.