Sampling and Sampling Techniques

Why should we select sample?

We have to select sample for the purpose of research as regards the following:
◼ At times we do not know the actual size of population. So, we have work on the available sample only.
◼ Even after having the size of population, we cannot work on the entire population and so we need to
select a portion of the population that is sample.
◼ Many a times, a solution on the sample will work similarly on the population as well.

What are the features of a good sample?

The following are the feature of a good sample:
◼ Goal Orientation - the sampling design should be based on the study's goals and objectives
◼ Measurability - the sampling design provides the data necessary for analysis (enables valid inferences
to be made about the population from the sample)
◼ Practicality - the actual activities of sampling have been identified and are feasible in the actual
situation
◼ Economy - research objectives can be met with available resources (time, money, etc.)

The four different methods of probable sampling

Probability Samples: The idea behind this type is random selection. More specifically, each sample from
the population of interest has a known probability of selection under a given sampling scheme. There are
four categories of probability samples described below.

1. Simple Random Sampling: The most widely known type of a random sample is the simple random
sample (SRS). This is characterized by the fact that the probability of selection is the same for every case
in the population. Simple random sampling is a method of selecting n units from a population of size N
such that every possible sample of size an has equal chance of being drawn.

2. Stratified Random Sampling: In this form of sampling, the population is first divided into two or more
mutually exclusive segments based on some categories of variables of interest in the research. It is
designed to organize the population into homogenous subsets before sampling, then drawing a random
sample within each subset. These subpopulations, called strata, are non-overlapping and together they
comprise the whole of the population. When these have been determined, a sample is drawn from each,
with a separate draw for each of the different strata.

Stratified sampling is a type of probability sampling, in which first of all the population is bifurcated into
various mutually exclusive, homogeneous subgroups (strata), after that, a subject is selected randomly
from each group (stratum), which are then combined to form a single sample. A stratum is nothing but a
homogeneous subset of the population, and when all the stratum are taken together, it is known as
strata.

The common factors in which the population is separated are age, gender, income, race, religion, etc. An
important point to remember is that strata should be collectively exhaustive so that no individual is left
out and also non-overlapping because overlapping stratum may result in the increase in the selection
chances of some population elements. The sub-types of stratified sampling are:

• Proportionate Stratified Sampling

• Disproportionate Stratified Sampling
3. Systematic Sampling: This method of sampling is at first glance very different from SRS. In practice, it
is a variant of simple random sampling that involves some listing of elements - every nth element of list is
then drawn for inclusion in the sample. Say you have a list of 10,000 people and you want a sample of
1,000.
Creating such a sample includes three steps:
1. Divide number of cases in the population by the desired sample size. In this example, dividing 10,000
by 1,000 gives a value of 10.
2. Select a random number between one and the value attained in Step 1. In this example, we choose a
number between 1 and 10 - say we pick 7.
3. Starting with case number chosen in Step 2, take every tenth record (7, 17, 27, etc.).

4. Cluster Sampling: Cluster sampling is defined as a sampling technique in which the population is
divided into already existing groupings (clusters), and then a sample of the cluster is selected randomly
from the population. The term cluster refers to a natural, but heterogeneous, intact grouping of the
members of the population.

The most common variables used in the clustering population are the geographical area, buildings,
school, etc. Heterogeneity of the cluster is an important feature of an ideal cluster sample design. The
types of cluster sampling are given below:

• Single-stage cluster sampling

• Two-stage cluster sampling
• Multistage cluster sampling

Important things about cluster sampling:

1. Most large-scale surveys are done using cluster sampling;
2. Clustering may be combined with stratification, typically by clustering within strata;
3. In general, for a given sample size n cluster samples are less accurate than the other types of sampling
in the sense that the parameters you estimate will have greater variability than an SRS, stratified random
or systematic sample.

BASIS FOR
STRATIFIED SAMPLING CLUSTER SAMPLING
COMPARISON

Meaning Stratified sampling is one, in which Cluster sampling refers to a

the population is divided into sampling method wherein the
homogeneous segments, and then members of the population are
the sample is randomly taken from selected at random, from naturally
the segments. occurring groups called 'cluster'.

Sample Randomly selected individuals are All the individuals are taken from
taken from all the strata. randomly selected clusters.

Selection of Individually Collectively

population
elements
 BASIS FOR
STRATIFIED SAMPLING CLUSTER SAMPLING
COMPARISON

Homogeneity Within group Between groups

Heterogeneity Between groups Within group

Bifurcation Imposed by the researcher Naturally occurring groups

Objective To increase precision and To reduce cost and improve

representation. efficiency.

Different methods of Non – Probable sampling

There are four primary types of non-probability sampling methods:
1. Availability Sampling: Availability sampling is a method of choosing subjects who are available or easy
to find. This method is also sometimes referred to as haphazard, accidental, or convenience sampling.
The primary advantage of the method is that it is very easy to carry out, relative to other methods. A
researcher can merely stand out on his/her favorite street corner or in his/her favorite restaurant and
hand out surveys. One place this used to show up often is in university courses. Years ago, researchers
often would conduct surveys of students in their large lecture courses. For example, all students taking
introductory sociology courses would have been given a survey and compelled to fill it out. There are
some advantages to this design - it is easy to do, particularly with a captive audience, and in some
schools you can attain a large number of interviews through this method.

2. Quota Sampling: Quota sampling is designed to overcome the most obvious flaw of availability
sampling. Rather than taking just anyone, you set quotas to ensure that the sample you get represents
certain characteristics in proportion to their prevalence in the population. Note that for this method, you
have to know something about the characteristics of the population ahead of time. Say you want to
make sure you have a sample proportional to the population in terms of gender - you have to know what
percentage of the population is male and female, then collect sample until yours matches. Marketing
studies are particularly fond of this form of research design.

3. Purposive Sampling: Purposive sampling is a sampling method in which elements are chosen based on
purpose of the study. Purposive sampling may involve studying the entire population of some limited
group (sociology faculty at Columbia) or a subset of a population (Columbia faculty who have won Nobel
Prizes). As with other non-probability sampling methods, purposive sampling does not produce a sample
that is representative of a larger population, but it can be exactly what is needed in some cases - study of
organization, community, or some other clearly defined and relatively limited group.

4. Snowball Sampling: Snowball sampling is a method in which a researcher identifies one member of
some population of interest, speaks to him/her, then asks that person to identify others in the
population that the researcher might speak to. This person is then asked to refer the researcher to yet
another person, and so on.
Snowball sampling is very good for cases where members of a special population are difficult to locate.
For example, several studies on abuse have used snowball sampling to get respondents.
The Advantages & Dis-advantages of different sampling methods
Sampling techniques: Descriptions Advantages Disadvantages
Advantages and
disadvantages
Technique
Simple random Random sample from Highly representative Not possible without
whole population if all subjects complete list of
participate; the ideal population members;
potentially
uneconomical to
achieve; can be
disruptive to isolate
members from a
group; time-scale may
be too long,
data/sample could
change
Stratified random Random sample from Can ensure that More complex,
identifiable groups specific groups are requires greater effort
(strata), subgroups, represented, even than simple random;
etc. proportionally, in the strata must be
sample(s) (e.g., by carefully defined
gender), by selecting
individuals from strata
list
Cluster Random samples of Possible to select Clusters in a level
successive clusters of randomly when no must be equivalent
single list of and some natural