Bhagwan Mahavir College of Commerce and

Management Studies

Course: BMS Sem: 5

Subject :ResearchMethodology

Sub. Code : 2060205502

Chapter : 3 - Sampling & Scaling Methods

Prepared By: Ms. Juli Savaliya

The objective of most of research projects is to obtain information about the characteristics or
parameters of event or objects of a population or phenomenon. We attempt to describe the features of
a larger number of items of a total population or phenomenon or universe, based on an analysis of
limited number of items of that phenomenon called as a sample. Sample provides some base for our
judgments. For Example: Blood Test, Consumer Satisfaction for a particular product, etc…

The process of sampling involves using a small number of items or parts of the population to make
conclusions regarding the whole population. Sampling is the process of selecting units (e.g., people,
organizations) from a population of interest so that by studying the sample we may fairly generalize
our results back to the population from which they were chosen.

Some Useful terminology

Population/universe:

A population is a group of individual’s persons, objects, or items from which samples are taken for
measurement. For Example: a population of books or students.
The aggregate of all the elements, sharing some common set of characteristics, by which comprises
the universe for the purpose of the particular research problem.
The population parameters are typically numbers, such as the proportion of consumer who are loyal to
a particular brand of toothpaste.
Information about population parameters may be obtained by taking a census or a sample.

Census:
It involves a complete enumeration of the elements of a populations or study objects or groups at a
point in time with respect to well-defined characteristics such as population, traffic on particular roads.
The populations parameters can be calculated directly in a straight forward way after the census is
enumerate.

Sample:
A sample is a finite part of a statistical population whose properties are studied to gain information
about the whole. In the simple words, sample is a subset or some part of a large population. When
 dealing with people, it can be defined as a set of respondents (people) selected from a larger
population for the purpose of a survey.
According to Prof. G.C. Beri, Sample is “a part of a population or a subset from a set of units, which
is provided by good process or other, usually by deliberate selection with the object of investigating
the properties of the parent population or set.”

Sampling unit:
A sampling unit is an element, or a unit containing the element, that is available for selection at some
stage of the sampling process. The definition of unit may be made on some natural basis, For
Example: Households, Persons Unit of Product, Tickets, etc…
In the case of multi stages sampling the units are different at different stage of sampling, being ‘large’
at the first stage and growing progressively smaller with each stage in the process of selection.

Sampling frame:

A sampling frame is a representation of the elements of the target population. It consists of a list of
directions for identifying the target population. For Example: A sampling frame include the telephone
directory, a map, a mailing list purchased from a commercial organization, a city directory, an
association directory listing the firms in an industry, etc…
The frame may or may not contain information about the size or other supplementary information of
the units, but it should have enough details so that a unit, if included in the sample, may be located and
taken up for inquiry.

Difference between Census Survey and Sample Survey

Basis for Census Survey Sample Survey

Comparison
Meaning A systematic method that collects and Sampling refers to a portion of the
records the data about the members of the population selected to represent the entire
population is called Census. group, in all its characteristics.
Enumeration Complete Partial
 Study of Each and every unit of the population. Only a handful of units of the population
Time required It is a time consuming process It is a fast process.
Cost Expensive method Economical method
Results Reliable and accurate Less reliable and accurate, due to the margin
of error in the data collected.
Error Not present. Depends on the size of the population
Appropriate Population of heterogeneous nature. Population of homogeneous nature.
for

What is the purpose of sampling? OR Why Sample?

1. Practical Reasons:
Applied business research projects usually budget and time constraints. Often, it would not be possible to
contract the whole population within a short period of time. Sampling cuts, costs, reduces manpower
requirements, and gather vital information quickly.

2. Accurate and Reliable results:

Another major reason for sampling is that properly selected samples are sufficiently accurate in most cases.
Even when the populations have considerable heterogeneity, large samples provide data of sufficient
precision to make most decisions. Of course, samples are accurate only when researchers have taken care to
properly draw representative samples.

3. Destruction of test units:

Many research projects, especially those in quality control testing, require the destruction of the items being
tested. For Example: if the manufacturer of firecrackers whished to find out whether each unit met a
specific production standard, there would be no product left after testing.

4. To draw conclusions about populations from samples:

We must use inferential statistics which enables us to determine a population`s characteristics by directly
observing only a portion (or sample) of the population.

5. To estimate some unknown characteristics of the population.

Advantages of Sampling

The following are several advantages of sampling:

1. Sampling is cheaper than a census survey. It is obviously more economical, for instance to cover a
sample of households than all the households in a territory although the cost per unit of study may be higher
in a sample survey than in a census survey.

2. Since magnitude of operations involved in a sample survey is small, both the execution of the field work
and the analysis of the results can be carried out speedily.

3. Sampling results in greater economy of effort as a relatively small staff is required to carry out the survey
and to tabulate and process the survey data.

4. A sample survey enables the researcher to collect more detailed information than would otherwise be
possible in a census survey.

5.Since the scale of operations involved in a sample survey is small, the quality of the interviewing,
supervision and other related activities can be better than the quality in a census survey.

Disadvantages of Sampling

1. When the information is needed on every unit in the population such as individuals, private house units
or business establishments, a sample survey cannot be of much help for it fails to provide information on
individual count.

2. Sampling gives rise to certain errors. If these errors are too large, the results of the sample survey will be
of extremely limited use or useless.

3. While in a census survey it may be easy to check the omissions of certain unit in view of complete
coverage this is not so in the case of a sample survey.
Sampling Process

1. Define the target population

2. Identify the sampling frame
3. Specify the sampling unit
4. Specify the sampling method
5. Determine the sample size
6. Execute the sampling Process

1.Define the target population.

Sampling design begins by specifying the target population. The target population is the collection of
elements or objects that possess the information sought by the researcher and about which inferences are to
be made. The target population must be defined precisely. Defining the target population involves
translating the problem definition into a precise statement of who should and should not be included in the
problem.

The target population should be defined in terms of –

1.Elements: An Element is the object about which or from which the information is desired. In survey
research, the element is usually the respondent.
2. Sampling units: A Sampling Unit is an element, or a unit containing the elements of the population to be
sampled, that is available for selection at some stage of the sampling process.
3. Extent: Extent refers to the geographical boundaries. 4. Time: The Time factor is the time period under
consideration.

2. Determine sampling Frame:

A sampling frame is a representation of the elements of the target population. It consists of a list or set of
directions for identifying the target population. Examples of a sampling frame include the telephone book,
an association directory listing the firms in an industry, a mailing list purchased from a commercial
organization, a city directory, or a map.
3. Specify the sampling unit:

The sampling unit is the basic unit containing the elements of the target population. The sampling unit may
be different from the element. For example, if one wanted a sample of housewives, it might be possible to
have access to such a sample directory. Individuals who are to be contacted are the sampling units. It
retailers are to be contacted in a locality, they are the sampling units. Sampling unit may be husband or wife
in a family. The selection of sampling unit is very important job for researcher or investigator.

4. Specify the sampling method:

It indicates how the sample units are selected. Selecting sampling method involves several decisions of a
broader nature. One of the most important decisions in this regard is to determine which of two—
probability and non-probability sample –is to be chosen. Probability sample are also known as random
samples and non-probability samples as nonrandom samples.

5. Determine the Sample Size:

Sample size refers to the number of elements to be included in the study. One question about research
methods that are: “how large should my sample be?” or “Is my Sample large enough?” The decision about
sample size is not straightforward one: it depends on a number of qualitative and quantitative factor
considerations. And there is no one definitive answer.

6.Execute the sampling Process

It included the selection of the sample. A good deal of office and fieldwork is involved in the actual
selection of the sampling elements. Then the execution of the sampling process required a detailed
specification if how the sampling design decisions with respect to the population, sampling frame, sampling
unit, sampling technique, and sample size are to be implemented.

Difference between Probability Sampling and Non-Probability Sampling

Methods:
 Sources Probability Sampling Non-Probability Sampling
Methods Methods
Definition Probability Sampling is a sampling Non-probability sampling is a sampling
technique in which sample from a larger technique in which the researcher selects
population are chosen using a method samples based on the subjective judgment
based on the theory of probability. of the researcher rather than random
selection.
Alternatively Random sampling method. Non-random sampling method
Known as
Population population is selected randomly. The population is selected
selection arbitrarily
Market Research The research is conclusive in nature. The research is exploratory in nature.
Sample Since there is method to deciding the Since the sampling method is arbitrary,
sample, the population demographics is the population demographics
conclusively represented. representation is almost always skewed.
Results This type of sampling is entirely unbiased This type of sampling is entirely biased
and hence the results are unbiased too and hence the results are biased too
and conclusive. rendering the research speculative.

What is Reliability?

• Reliability is a measure of the stability or consistency of test scores.

• You can also think of it as the ability for a test or research findings to be repeatable.
• For example, a medical thermometer is a reliable tool that would measure the correct temperature each
time it is used.
• Internal reliability, or internal consistency, is a measure of how well your test is actually measuring what
you want it to measure.
• External reliability means that your test or measure can be generalized beyond what you’re using it for.
Reliability
• The degree to which measures are free from error and therefore yield consistent results.
• Test of Reliability:
• Test retest method: The administering of the same scale or measure to the same respondents at two
separate points in time in order to test for reliability.
• Split-half method: A method of measuring the degree of internal consistency by checking one half of the
results of a set of scaled items against the other half.
• Equivalent form method: In the equivalent form method two alternative instruments are designed to be as
equivalent as possible. Each of the two measurement scales is administered to the same group of subjects. If
there is high correlation between the two forms, the researcher concludes that the scale is reliable.

What is Validity?

• The ability of a scale or measuring instrument to measures what it is intended to measure.

• Test of Validity: Face (Content) Validity: Professional agreement that a scale logically appears to
accurately measure what it is intended to measure.
• Criterion Validity: The ability of some measure to correlate with other measures of the same construct
Sensitivity:
• A measurement instrument’s ability to accurately measure variability in stimuli or responses.
• Example: Agree or disagree another on Strongly Agree, mildly agree, neutral, disagree, mildly disagree,
strongly disagree.

What is Sensitivity of scales?

 Resolution: The resolution of a scale is a measure of its sensitivity. It is the smallest increment or
division on the scale that can be distinguished or read.
 Sensitivity to Environmental Factors: Scales can be sensitive to external factors such as temperature,
humidity, and air pressure. Changes in these environmental conditions can affect the accuracy of the
scale's measurements.
 Sensitivity to Load Distribution: Some scales may be sensitive to the distribution of weight on the
measuring platform. Uneven weight distribution can lead to inaccuracies in measurement.
 Calibration and Accuracy: Regular calibration is essential to ensure the sensitivity and accuracy of a
scale. Calibration involves adjusting the scale to ensure that it provides accurate measurements.
 Applications: The level of sensitivity required depends on the specific application. In some applications,
such as pharmaceutical research or scientific experiments, high sensitivity is crucial to detect minute
changes.
 Trade-Offs: There is often a trade-off between sensitivity and robustness. Extremely sensitive scales
may be delicate and require careful handling to maintain accuracy. Less sensitive scales might be more
rugged and better suited for industrial or field applications.
 Sensitivity and Uncertainty: Sensitivity is a critical factor when considering measurement uncertainty.
The ability to detect and quantify small changes directly impacts the overall uncertainty of a
measurement.

Comparative and Non-comparative Scales

Comparative Scales:

In comparative scaling there is a direct comparison of stimulus object. For example, the respondent might
be asked directly about his preference between the ink pen and gel pen.
The Comparative Scaling includes the following techniques:
• Paired Comparison Scaling
• Rank Order Scaling
• Constant Sum Scaling
• Q-Sort Scaling

Paired Comparison Scaling:

• The Paired Comparison Scaling is a comparative scaling technique wherein the respondent is shown two
objects at the same time and is asked to select one according to the defined criterion.
• The resulting data are ordinal in nature.
• objects are physical products.

Rank Order Scaling:

 • The Rank Order Scaling is a yet another comparative scaling technique wherein the respondents are
presented with numerous objects simultaneously and are required to order or rank these according to some
specified criterion.
• The Rank order scaling is often used to measure the preference for the brand and attributes.
• The Rank order scaling results in the ordinal data.
• This is another type of comparative scaling technique in which respondents are presented with several
items simultaneously and asked to rank them in the order of priority.
• This is an ordinal scale that describes the favoured and unfavoured objects, but does not reveal the
distance between the objects.

Constant Sum Scaling:

• The Constant Sum Scaling is a technique wherein the respondents are asked to allocate a constant sum of
units, such as points, dollars, chips or chits among the stimulus objects according to some specified
criterion.
• In other words, a scaling technique that involves the assignment of a fixed number of units to each
attribute of the object, reflecting the importance a respondent attaches to it, is called as constant sum
scaling.
For example,
Suppose a respondent is asked to allocate 100 points to the attributes of a body wash on the basis of the
importance he attaches to each attribute.

Q-Sort Scaling:

• The Q-Sort Scaling is a Rank order scaling technique wherein the respondents are asked to sort the
presented objects into piles based on similarity according to a specified criterion such as preference,
attitude, perception, etc.
• In other words, a scaling technique in which the respondents sort the number of statements or attitudes
into piles, usually of 11, on the basis of some specified criterion.

Non-comparative Scales: