Sampling

Sampling is the process whereby a researcher chooses

Types of sampling
Sampling Methods can be classified into one of two categories:
Probability Sampling: Sample has a known probability of being selected
Non-probability Sampling: Sample does not have known probability of being selected as
in convenience or voluntary response surveys

Probability Sampling:
It is technique of sampling in which each and every unit of population has given ( but
not necesserially equal) probability of being include in sample.
Simple Random sampling
Stratified sampling
Cluster sampling
Systematic sampling
Multi stage sampling
Simple Random sampling
Simple random sample is a subset of individuals (a
sample) chosen from a larger set (a population).The principle
of simple random sampling is that every object has the same
probability of being chosen.
Stratified sampling
Stratified sampling is a probability sampling technique wherein the researcher divides
the entire population into different subgroups or strata, then
randomly selects the final subjects proportionally from the
different strata.
Cluster sampling
Cluster sampling refers to a type of sampling method.
With cluster sampling, the researcher divides the population
into separate groups, called clusters. Then, a simple random
sample of clusters is selected from the population. The
researcher conducts his analysis on data from the sampled
clusters. We use cluster sampling to address two problems:
the lack of a good sampling frame for a dispersed population
and the high cost to reach a sampled element
Systematic sampling
Systematic sampling is a type of probability sampling
method in which sample members from a larger population
are selected according to a random starting point and a fixed
periodic interval. This interval, called the sampling interval, is calculated by dividing the
population size by the desired sample size.
Multistage sampling
Multistage sampling can be a complex form of cluster sampling because it is a type of
sampling which involves dividing the population into groups (or clusters). Then, one or more
clusters are chosen at random and everyone within the chosen cluster is sampled.

Non-probability Sampling:
It is technique of sampling in which selection of element in sample is not based upon
probability but personal judgement play an important role for selection of element from
sample in population
Qouta sampling
Snow ball sampling
Conveneience/ accidental sampling
Purposive sampling/Judgement sampling
Voluntary sample
Situational sampling
Qouta sampling
A sampling method of gathering representative data from a
group. As opposed to random sampling, quota sampling requires
that representative individuals are chosen out of a specific
subgroup. For example, a researcher might ask for a sample of 100
females, or 100 individuals between the ages of 20-30.
Snowball sampling
Snowball sampling (also called network, chain referral,
reputational, and respondent-driven sampling) is a method for
sampling (or selecting) the cases in a network. The method uses
an analogy to a snowball, which begins small but becomes larger
as we roll it on wet snow and it picks up additional snow.
Snowball sampling is a multistage technique. It begins with one or
a few people or cases and spreads out based on links to the initial
cases
Purposive sampling
A purposive sample is a non-probability sample
Purposive sampling (also known as judgmental sampling) is a
valuable sampling type for special situations. It is used in
exploratory research or in field research. It uses the judgment of
an expert in selecting cases.
Convenience sampling
Convenience sampling (also known as grab sampling,
accidental sampling, or opportunity sampling) is a type of non-
probability sampling that involves the sample being drawn
from that part of the population that is close to hand. For
example, standing at a mall or a grocery store and asking people to answer questions would be
an example of a convenience sample.

Voluntary sample
A voluntary sample is made up of people who self-select
into the survey. Often, these folks have a strong interest in the
main topic of the survey. Suppose, for example, that a news
show asks viewers to participate in an on-line poll
Situatioanl Sampling
Is done by observing a person in real life situations and not experimental situations. "In
situational sampling a person is observed at known locations like home and work and not a lab."

Advantages of sampling
Sampling ensures convenience, collection of intensive and exhaustive data, suitability in
limited resources and better rapport. In addition to this, sampling has the following advantages
also.
Low cost of sampling
If data were to be collected for the entire population, the cost will be quite high. A
sample is a small proportion of a population. So, the cost will be lower if data is collected for a
sample of population which is a big advantage.
Less time consuming in sampling
Use of sampling takes less time also. It consumes less time than census technique.
Tabulation, analysis etc., take much less time in the case of a sample than in the case of a
population.
Scope of sampling is high
The investigator is concerned with the generalization of data. To study a whole
population in order to arrive at generalizations would be impractical. But the process of
sampling makes it possible to arrive at generalizations by studying the variables within a
relatively small proportion of the population.
Accuracy of data is high
Having drawn a sample and computed the desired descriptive statistics, it is possible to
determine the stability of the obtained sample value. A sample represents the population from
which its is drawn. It permits a high degree of accuracy due to a limited area of operations.
Organization of convenience
Organizational problems involved in sampling are very few. Since sample is of a small
size, vast facilities are not required. Sampling is therefore economical in respect of resources.
Study of samples involves less space and equipment.
Intensive and exhaustive data
In sample studies, measurements or observations are made of a limited number. So,
intensive and exhaustive data are collected.
Suitable in limited resources
The resources available within an organization may be limited. Studying the entire
universe is not viable. The population can be satisfactorily covered through sampling. Where
limited resources exist, use of sampling is an appropriate strategy while conducting marketing
research.
Better rapport
An effective research study requires a good rapport between the researcher and the
respondents. When the population of the study is large, the problem of rapport arises. But
manageable samples permit the researcher to establish adequate rapport with the
respondents.

Disadvantages of sampling
Disadvantages of sampling may be discussed under the heads:
 Chances of bias
 Difficulties in selecting truly a representative sample
 Need for subject specific knowledge
 changeability of sampling units
 impossibility of sampling.

Chances of bias
The serious limitation of the sampling method is that it involves biased selection and
thereby leads us to draw erroneous conclusions. Bias arises when the method of selection of
sample employed is faulty. Relative small samples properly selected may be much more reliable
than large samples poorly selected.
Difficulties in selecting a truly representative sample
Difficulties in selecting a truly representative sample produces reliable and accurate
results only when they are representative of the whole group. Selection of a truly
representative sample is difficult when the phenomena under study are of a complex nature.
Selecting good samples is difficult.
In adequate knowledge in the subject
Use of sampling method requires adequate subject specific knowledge in sampling
technique. Sampling involves statistical analysis and calculation of probable error. When the
researcher lacks specialized knowledge in sampling, he may commit serious mistakes.
Consequently, the results of the study will be misleading.
Changeability of units
When the units of the population are not in homogeneous, the sampling technique will
be unscientific. In sampling, though the number of cases is small, it is not always easy to stick to
the, selected cases.Some of the cases of sample may not cooperate with the researcher and
selected cases may have to be replaced by other cases. Changeability of units stands in the way
of results of the study.
Impossibility of sampling
Deriving a representative sample is di6icult, when the universe is too small or too
heterogeneous. In this case, census study is the only alternative. Moreover, in studies requiring
a very high standard of accuracy, the sampling method may be unsuitable. There will be
chances of errors even if samples are drawn most carefully.